The View from Here
Scott Flora, Executive Director

Every once in a while I get reminded that it’s a big world out there with lots to learn.

In the March 2006 issue of the Small Publishers Journal, SPAN’s Internet newsletter, I wrote about four Web sites where people can listen to interviews with publishing professionals (info on the interview sites and other audio resources here). A couple of days later, I got an e-mail from Francina Hancock at Barn Press saying she was considering getting audio onto her Web site. She wanted advice on how to do it.

I was stunned. I hadn’t a clue. I had created the SPAN Conference Speaker CDs on a computer and wanted to get them on our Web site, but I had not yet learned the nuts and bolts of the process. My first thought was to tell her, “Ask your Webmaster.” At the same time, I recognized that independent publishers have a self-reliant streak and want to do things themselves.

After hours of searching and reading on the Web and more hours working with several programs, I have developed a four-step plan for using audio on the Web. Beyond the planning stage, these steps are a bit technical and not for computer novices. However, if you control your Web site, can cut and paste HTML code (the programming language used to create documents for use on the Web), have some audio experience, and most of all, can spend time with the learning curve, you can generate exciting marketing projects that don’t cost a lot of money.

Step 1—Plan Your Audio Campaign
Like any marketing campaign, Internet audio should be planned as part of your overall marketing effort. Internet audio is not just a cool thing to add to your Web site. It is a way to capture your prospects’ attention, tell them how your product or service will solve their problem, and move them to action.

What do you want to accomplish with your audio projects? Do you want to sell audio, find more consulting clients, promote your books, or let radio producers hear your sparkling voice? Knowing where you want to go will help you plan your audio projects.

Step 2—Create Your Audio Content
There are many ways to create audio content. One of the easiest ways is to plug a microphone into the “mic” input on your computer and start talking. You do need an audio editing and recording program. You can get Audacity, a free audio recorder and editor, from www.audacitysourceforge.net. I got Audacity running on my computer in 15 minutes using a cheap $10 combination headset/microphone. Sound quality was average but acceptable for voice on a Web site.

If you don’t have a “mic” input on your computer, you can buy a sound card for under $50 that will do a great job.

Step 3—Distribution: Downloading
Downloading sends audio files from your Web site to be saved on your prospect’s computer. Downloaded files can be listened to on a computer or can be transferred to a portable MP3 player like an iPod.

If you can make changes to your Web pages, setting up a sound file for download is easy. Upload the sound file to your Web hosting directory just like your HTML page files. MP3 files work best since they keep the file size smaller. Then put a hyperlink to the file on your Web page. When a visitor to your Web site clicks on the link, browsers such as Microsoft Internet Explorer and Netscape will automatically download the file to your visitor’s computer. They can then listen to the file on their computer with an audio program like Windows Media Player, burn it to a CD, or use the file in an MP3 player.

Step 4—Distribution: Streaming
Streaming audio flows from your Web site to your site visitor’s computer and speakers instantaneously. There are two basic ways for intermediate Web managers to get streaming audio on your site. (There are many more complicated ways.) The first is to buy a program that manages the HTML coding and audio files for you. These programs place HTML code on your Web page and also help you place your audio files on your service provider’s computer. Programs generally cost under $100.

The second option is to sign up with an online service that simplifies the process. I decided to use a service called Audio Acrobat (www.audioacrobat.com). Although you still have to cut and paste HTML code into your Web design program, the process of creating and storing files is fairly easy.

Audio Acrobat allows you to upload files you have already created and also facilitates recording files over the phone. Audio Acrobat has a free 30-day trial period that allows people to experiment with the service before they commit.

Two Web sites, www.WebSiteAudioReviews.com and www.reviewster.com, review audio software and online services mentioned above.

Francina’s e-mail question got me motivated to finally learn the basics of Web audio and get sound on the SPAN Web site. My goal was to use audio to bring in new members and provide a valuable benefit for existing members. The site (SPAN's Audio Introduction) has both streaming and downloadable files. In the public part of the site, we have the first ten minutes of eleven of the presentations from past SPAN Conferences. In the Members Only section of the site, we have six complete presentations from the 2004 Conference.

Computer speakers, CD burners, and iPods all cry out for news, opinions, and promotions from the book world. Now, both auditory and visual learners can get your message and become your customers.