Richard Charkin: Unintended Consequences in Publishing

I don't know enough (I couldn't know) about this particular deal, but is the offer of 15 hours a month of free audiobooks to Spotify customers a longer-term benefit to sales? What proportion of audiobook listeners actually listen to more than 15 hours a month? There will be some, of course, and Spotify might indeed increase the numbers of the hard-core audience but what happens to the rest?

With the benefit of an exceptionally helpful rear-view mirror, let's think about other similar decisions.