Audio book publisher tries multi-voice production

CNY Business Journal (1996+), Nov 23, 2001 by Kropf, Annemarie

SYRACUSE - Focusing on a small segment of the audio publishing industry, a Syracuse audio book company recently began production of its first title. Full Cast Audio is a joint venture between Bruce Coville, a children's author, and Daniel Bostick, a local theater artist.

"We're taking a unique place in a growing market," says Bostick, managing director. "I believe we are going to be part of a movement that increases the market for this medium."

Full-cast, or multi-voice, means using more than one narrator to tell a story. "It's a very complicated medium. The environment we're recording is high-end," Bostick says. "In essence, we don't abridge or adapt [the books]. We're literally enacting them word for word, and conveying everything merely with the voice of actors."

Many publishers shy away from this type of audio publishing because it is more expensive to produce than a singlevoice narration. "[To produce a single voice,] a person is hired, placed in a booth for several hours, and reads the book," he says. "[Publishers] are interested in the simplicity of production."

Bostick says that prices for multi-voice recordings range from $15 to $40, depending on the number of 90-minute cassette tapes involved.

Though prices are higher, Bostick says that multi-voice titles sell better than single-voice titles when it comes to the children's market.

"Usually, there are a great number of characters since in a book there are different creatures, et cetera," he says. "It's very difficult for a single [narrator] to capture and hold their attention."

In addition to telling children a story, Bostick thinks his company's products have another selling point.

"We believe it will be a good alternative for kids to television," he says.

The company has already optioned six book titles for audio publication. Optioning a book title means that no one else has the right to record it.

"This is a huge number of titles for a small company to undertake," he says. "Soon we will need additional full-time employees."

Currently, there are only two full-time workers - Bostick and Coville. "We typically hire one to two people as part-time for production work," Bostick says.

The company has also established a partnership with Todd Hobin Studios, in Syracuse, which will handle various aspects of studio production, such as editing, duplicating, and coordinating packaging.

Even though the company is small right now, Bostick says this won't hamper its efforts.

"We don't need the sales a large company needs in order to be profitable and grow," he says.

Plans for the company include producing one title every other month. Bostick doesn't know the exact number of jobs the business will create, but he says that a majority of the voices will be from Syracuse and the surrounding areas.

"We'll draw talent from SU, and actors from Le Moyne College," he says. "Over 90 percent will be drawn from the local student population or the amateur theater."

That's not to say that nonactors can't apply for the job.

"We realize that we're sometimes out in public and hear somebody with a really compelling voice," Bostick says. "It's quite possible that we'll be using a number of nonactors over the next few years. ... Some are naturally good voice actors."

Bostick has high hopes for the company and its products.

"Though it's produced all with local talent and industries, it's a product that's absolutely world-class," he says. "Maybe it will single-handedly widen the market and make individuals react to us."

The company already has a nationally known name on its side. Coville, a Syracuse native, has written more than 60 children's books. These include "The Ghost Wore Gray," "Aliens Ate My Homework," and "Goblins in the Castle."

"Bruce has an amazing reputation with over a generation and a half of readers," he says. "That's gold from a marketing point of view. He's simply bringing a new offering to his fans."