In this week’s episode, we offer 7 tips indie authors can use to help their audiobooks turn a profit on production costs.
This coupon code will get you 25% off the ebooks in the Ghost Night series at my Payhip store:
JUNENIGHT
The coupon code is valid through July 13, 2026. So if you need a new ebook this summer, we’ve got you covered!
TRANSCRIPT
00:00:00 Introduction and Writing Updates
Hello, everyone. Welcome to Episode 309 of The Pulp Writer Show. My name is Jonathan Moeller. Today is June 26th, 2026 and today we are sharing seven tips for audiobook profitability for indie authors. Before we get to that, we will have Coupon of the Week and an update on my current writing, publishing, and audiobook projects.
First up is Coupon of the Week and this week’s coupon code will get you 25% off the ebooks in the Ghost Night series at my Payhip store. That code is JUNENIGHT. And as always, the coupon code and the links to my Payhip store will be available in the show notes for this episode. This coupon code will be valid through July the 13th, 2026. So if you need a new ebook series to read this summer, we have got you covered.
Now let’s have an update on my current writing, publishing, and audiobook projects. I am pleased to report I am on the second editing pass of Blade of Thieves. I am about 13% of the way through that. And so if all goes well, I think the book will be out after the 4th of July weekend/second week in July, if all goes well. I have a few real life things to do that might slow that down, but I am very, very keen to finally have this book out after the 4th of July weekend.
After Blade of Thieves is published, my next project will be Cloak of Frost, the 15th book in the Cloak Mage series. I am 17,000 words into that and I am hoping that will be out in August, if all goes well.
I have no audiobooks currently in production, but that will change next month because Brad Wills will be recording Blade of Thieves once it’s done. Hollis McCarthy will be recording Cloak of Worlds and Leanne Woodward will be recording Dragon-Mage. So we’ll go from having no audiobooks being worked on to a bunch being worked on all at once. Funny how things tend to bunch up like that. So that is where I’m at with my current writing and publishing and audiobook projects.
00:01:59 The Economics of Audiobook Production for Indie Authors
[All money amounts mentioned are in USD.]
Now today I want to talk about a very advanced level indie author topic, namely audiobook production and the economics of it. Recently there’s been some controversy because ACX (which is Amazon’s audiobook production platform) has been changing its royalty model and rolling out what they call synthetic voice, which is basically an AI generated voice. Some writers have been using it because it’s a lot cheaper than a good human narrator, but the flip side is that not many people like listening to it and won’t pay money for it.
Admittedly, synthetic voice is not fundamentally a new technology. Text to speech has been around forever. Macs have had it since I believe 1984, back when 120 kilobytes of RAM was a lot. As a brief digression, I wish the term AI hadn’t been bandied about so liberally. Before the public backlash began against generative AI and data centers, the term AI was trendy, so it got slapped on a lot of things that are actually wildly different than generative AI. I saw a post where someone was complaining about the locations in Starfield being AI generated, when in fact they’re procedurally generated, which is something totally different. Anyway, synthetic voice is just a more advanced version of the text to speech technology that’s been around since the early 1980s. The fear is that AI generated audiobooks will swamp the market and dominate most of ACX’s payment model.
Now, while that is a valid fear, I strongly suspect that it is not going to work out that way, given the hostility I have observed towards synthetic voices, especially in fiction. I think what’ll happen is authors who use synthetic voice will save a lot of money by not paying a narrator, but then they won’t actually make any money because no one will want to buy these machine voiced audiobooks.
I have some basis for that because in the early 2020s, I experimented with making synthetic voice versions of my Silent Order science fiction series and putting them on YouTube. The overwhelming response was that people liked the story but hated the computer generated voice. It might be different for nonfiction. A romance novel with a synthetic voice would obviously be quite flat, but that wouldn’t matter as much for a primer on tax law or agriculture or something similar. So there’s a lot of uncertainty on whether or not audiobooks can still be profitable for indie authors. However, I suggest this is nothing new.
Audiobooks have always been indie publishing on hard mode, partly because they’re expensive to produce and partly because they’re harder to sell than ebooks and sometimes even paperbacks. That said, I’m on my eighth year of self-publishing audiobooks and some of them have made back their production costs and turned a profit. So I thought it would share seven tips on how to have profitable self-published audiobooks.
#1: Think long term.
If you want your audiobooks to be profitable, you need to think in the long term. ACX has this program called Royalty Share where rather than pay a narrator, you and the narrator split the royalties on the audiobook for the next seven years and after those seven years are passed, you get all these subsequent royalties. I’ve never taken this option, but I cite it here because I think seven years is not an unreasonable amount of time for an audiobook to earn back its production cost. People always blanch a bit when I say that, but I’ve been doing self-published audiobooks for eight years now, so let’s see how some of them have done.
The Frostborn audiobooks, 100% of them have earned back their production cost. Of the 24 Ghosts books in audio, about the first 10 have earned back their production cost. For Cloak Mage, of the 12 Cloak Mage books currently in audio, about the first three and a half have earned back their production cost. For Dragonskull, of the nine Dragonskull books, the first three and a half have earned back their production cost. For Malison, of the four Malison books, they have 100% earned back their production cost. It helps that they’re short. For The Shield War, of the six Shield War books, the first one has earned back its production costs, but I only started the series in 2023. The Linux Command Line Beginner’s Guide (my one nonfiction
book) has totally earned back its production cost. So I don’t think seven years is an unreasonable length of time to earn back the production cost for an audiobook.
That means you have to think long term, almost like a small business owner buying a new piece of equipment. Depending on the business, the owner might budget for the equipment making back what he paid for it in four or five years, or if he has to take out a loan to buy the equipment, he’ll calculate how long it’ll take to pay back that loan. Like for example, I just had to pay a lot of money to have these struts in my car fixed and I expect the garage owner carefully considered how much he would spend on his vehicle hoist since I believe a new vehicle hoist and installation typically costs between $7,000 and $12,000 and how long it would take him to make back that money.
All successful small business owners have to think like this. Now this mindset is a bit tricky for indie authors because we often have a strong tendency to think in the short term, especially new indie authors who want their books to make a ton of money right now. But as I said above, audiobooks are self-publishing on hard mode, so you need to decide whether it is worth the investment and if you’re comfortable waiting a few years to earn back the production cost over time. The reality is that if you are paying a professional narrator to create an audiobook, you’re paying $200 per finished hour or above, which is a small business expense. So for that kind of money, you need to think about the audiobook like a small business owner.
#2: Deductions
First off, I am not a lawyer and this is not legal advice and I am not an accountant and this is not investment/financial advice. If you want financial/investment advice, you should talk to an accountant or financial planner properly certified with the tax laws of your state, province, and nation. If you want legal advice, you should talk to a lawyer licensed to practice in your jurisdiction.
The way my writing business is set up, I can take the production cost of audiobooks as a deduction against my taxes. This initially was one of the reasons I got into self-published audiobooks in the first place way back in 2018. I realized that if I was going to have to pay the money in taxes anyway, I might as well spend some of it on audio production instead, since that way I’ll at least get a revenue generating asset out of it.
Other small businesses will sometimes do this when they approach the end of their fiscal year and realize they have more tax liability than expected, so it’s probably time to invest in some new equipment or upgrades that they would need anyway. Like maybe the garage owner we mentioned earlier has a really good year so he decides it’s a good time to spend that $12,000 on a new vehicle hoist so he doesn’t have quite so high a tax bill at the end of the year.
I once had someone tell me rather self-righteously that this was a tax dodge and therefore immoral, but that’s ridiculous. [Transcriptionist’s side note: I wish I had that person’s level of unearned confidence. I’d use it for cliff diving or starting a library just for puppies and the weirdest, clumsiest orange cats. Literally anything else.] No less of an authority than Jesus Christ himself said that to render under Caesar what is Caesar. If Caesar says that audiobook book production is a deductible business expense, it is a deductible business expense. Business deductions are the government’s way of saying, “spend this income on something that benefits the national economy or will take it as taxes.” To a more immediate point, the IRS itself says you have the legal obligation to pay exactly the amount of taxes you owe, but there are also legal ways such as business deductions to reduce the amount of taxes you owe.
Besides, no matter what you do, the government gets its cut anyway. At the end of the year, I have to file 1099s for the narrators because their payments are taxable income and every time one of the audiobooks sells, the government gets sales tax, the stores owe taxes on that income, and I owe taxes on the payment from the store. Uncle Sam has a lot of practice at getting his cut and he’s very good at it. So depending on your business structure and the local tax laws where you live, audiobook production might be a deductible expense, which is very helpful on the financial side of it.
#3: Promote the ebook.
The easiest way I found to sell an audiobook is to have the audiobook of an ebook that sells well. Admittedly, this is a bit of a chicken and egg problem, isn’t it? However, that can help you choose which titles to make into audiobooks. Like I mentioned above that Frostborn has paid back 100% of its production costs, and that’s because it’s my most popular series. It was easy for the audiobooks to sell well because the ebooks were selling well. By contrast, an ebook that sells more slowly will have a harder time selling audiobooks.
One of the reasons I experimented with using synthetic voice on YouTube with the Silent Order series earlier in the 2020s was because I knew I would never make Silent Order into actual audiobooks because the series didn’t sell well enough to merit it. So if you want your audiobook to sell, the easiest way to do it is to promote the ebook. If the ebook sells well enough, it will likely generate some audiobook sales as well. This can also help you determine whether or not you should even produce an audiobook of a particular ebook. If the ebook does not have strong sales, it is probably not a good idea to make an audiobook out of it.
#4: Diversify
We started out by talking about ACX, but ACX is not the only game in town. The other big audiobook distribution platform is INaudio, which is owned by Spotify.
It was previously known as Findaway Voices, but then Spotify bought it and changed the name to INaudio. ACX will get your audiobook into Audible, Amazon, and Apple. INaudio will get your audiobook into every other platform: Google Play, Kobo, Storytel, Chirp, the library distributors, and a bunch of others. So if your audiobook is not exclusive to ACX, it’s a good idea to use INaudio as well.
That said, Google Play and Kobo now have direct upload for audiobooks and if your audiobook is not exclusive to ACX, it’s a good idea to use the direct upload for Google Play and Kobo instead of relying on INaudio. There are a few significant advantages to this. First, you make a little bit more money since INaudio is not taking its distribution fee and the cumulative effect of that over time can be significant. Second, your audiobook will be eligible for Kobo Plus, which can generate extra revenue. I’ve had some of my best months on Kobo in 2026 thanks to Kobo Plus.
Third and perhaps most importantly, you won’t be completely dependent on INaudio because INaudio is frequently quite glitchy and in my frank and unbiased opinion, has gone downhill noticeably in quality since Spotify took over. Every single problem I’ve ever had with INaudio has come after Spotify bought Findaway and turned it into INaudio. I’m afraid that Spotify, like many other publicly traded corporations in the US, has the chronic problem of an upper management class who are buzzword prone MBA drones with an unhealthy enthusiasm for generative AI and indulging in self-destructive cost cutting and layoffs right before it’s time to file quarterly reports. Very frequently, the QA process on INaudio will go berserk and declare that a book is AI generated and ineligible for distribution even when it’s not. So direct upload to Google Play and Kobo avoids that problem.
Because of these problems, another distributor called Author’s Republic has been growing, but I haven’t tried that out yet. Despite these problems, INaudio also gets you access to Chirp, which is our next bullet point.
#5: Chirp Deals
I said earlier that the best way to promote your audiobook is ebook promotion, but the one exception to that is Chirp. Chirp is run by BookBub, which is an email newsletter service that offers discounted ebooks to its subscribers. BookBub wanted to expand to audiobooks, but Audible very famously does not let indie authors control their prices and definitely doesn’t let them do discounts. So to get around that slight problem, BookBub started its own audiobook store in the form of Chirp, which does let indie authors control their prices and therefore offer discounts.
I’ve had some excellent results with Chirp deals over the years, usually with Child of the Ghost and Cloak of Dragons. In May, I had a Chirp deal with Dragonskull: Sword of the Squire, but since the dashboard on INaudio only updates every 30 days for Chirp, I’m not sure how it did yet. If you get a Chirp deal and you want to take a big swing with it, you can also set temporary discounts on the subsequent books in the series. For my earlier Chirp deals for Cloak of Dragons and Child of the Ghosts, the price for Cloak of Dragons was at $0.99 and I set the price of the subsequent two audiobooks at $2.99 each. I got good results from that and some of my best months on INaudio. For the recent Dragonskull deal, Sword of the Squire was at $0.99 and I temporarily set every other audiobook in the series at $2.99 on Chirp. It was the biggest swing I’ve taken with a Chip deal, so I’m curious to see how it plays out.
#6: Direct sales
It’s a good idea to have a direct sales platform of some kind, whether it’s Shopify or Payhip or Gumroad or a similar platform and offer direct sales of your audiobooks. There are numerous advantages to this. You can set your own price, which as we mentioned above, ACX does not let you do. You can very easily run sales and discounts. If you’re a regular reader at the site, you know I do a different Coupon of the Week for my Payhip store every week and it’s often for audiobooks. As I mentioned with the problems with INaudio, it provides a platform to get your audiobook to listeners even if the other stores are having technical problems. Sometimes ACX processing can take weeks and the site’s past troubles sometimes stretched [it] into months.
The difficulty is getting people to actually use the store. The term vendor lock-in means that the more a customer uses the platform, the less likely they are to switch. If someone has been building up their Kindle library or Audible library since 2009, they’re unlikely to switch to a competitor. Most of my direct sales come from a combination of Coupon of the Week and new releases to people who don’t like DRM. So having a direct sales platform is a long haul, but still worth doing. Besides, everything in audiobooks is a long haul.
#7: Direct reader relationship via Patreon or a similar site.
I’ve never done this myself so I don’t have any specific tips, but I have seen some writers do it quite successfully. That said, you should only have a Patreon or a similar site if you’re willing to put in the work.
Readers are very unforgiving of a writer who does not live up to his or her Patreon obligations. However, if you include audiobooks as one of your patron tiers that can go a long way towards audiobook profitability. A regular Patreon type income can help fund regular audiobook production.
Conclusion
Audiobooks are indeed indie publishing on hard mode, but hopefully these tips will help increase the chances that your audiobooks will be profitable. Lastly, thanks to everyone who has listened to one of my audiobooks.
So that’s it for this week. Thanks for listening to The Pulp Writer Show. I hope you found the show useful. A reminder that you can listen to all the back episodes at https://thepulpwritershow.com, often with transcripts. If you enjoyed the podcast, please leave a review on your podcasting platform of choice. Stay safe and stay healthy and see you all next week.
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