Saturday, August 19, 2023

Broadening Your Audience Base: The Global Power of Podcasts and Radio Shows


In the era of digitization, the world has transformed into a global village. While traditional book marketing methods like signings or readings have their charm, they come with geographical constraints. Modern authors, however, have a powerful arsenal in their toolkit: podcasts and radio shows. These platforms can dramatically expand an author's audience, transcending borders and introducing their work to readers worldwide.

Traditional Book Signings vs. The Digital Age

Imagine a scenario where an author launches a new book. They decide to host a signing event in their hometown of Seattle. While the event might see a decent turnout, it's limited to the Seattle audience or those willing to travel.

Now, contrast this with an appearance on a popular podcast or radio show. Joe Rogan's podcast, "The Joe Rogan Experience," for instance, gets around 190 million downloads per month. When an author is featured on such a platform, their work is introduced not just to Americans but to listeners in the UK, Australia, India, and beyond.

Specific Examples of Success

  1. "Sapiens" by Yuval Noah Harari - While the book was already gaining traction, Harari's appearances on podcasts and radio shows gave it an extra push, making it a global phenomenon. His discussions on shows with diverse listenership helped the book become a staple on international best-seller lists.

  2. Matthew Walker's "Why We Sleep" - After his engaging discussion about the science of sleep on podcasts like "The Joe Rogan Experience" and "The Peter Attia Drive," there was a noticeable uptick in interest and sales for his book, proving the power of such platforms.

  3. "Educated" by Tara Westover - The memoir about a woman who grows up in a strict and abusive household in rural Idaho became a sensation in part due to Westover's appearances on numerous radio shows and podcasts. Her interviews helped her connect with international audiences, propelling her book to global best-seller status.

Diverse Audience = Diverse Opportunities

By accessing the vast listenership of global podcasts and radio shows, authors can tap into a variety of cultures and backgrounds. A fantasy novel might resonate differently with listeners in South Korea compared to those in Brazil, opening up discussions and interpretations that the author hadn't anticipated. Such diversity can also pave the way for foreign rights sales, translations, and even adaptations in different countries.


In the vast sea of books published every year, authors need to find innovative ways to make their work stand out. While traditional book signings have their value and offer a personal touch, the reach of podcasts and radio shows is undeniable. By leveraging these platforms, authors can ensure their stories find a place in the hearts and minds of readers across continents.