Christopher Kenneally brings insights from the London Book Fair with Audible and BBC Sounds.
At the London Book Fair in March, Lisa Higginson of Audible and Nicola Holloway of the BBC shared with me insights about their work in the evolving world of podcasting. “The Podcast Revolution,” available as an episode in The Spoken World podcast series, explored how the rapidly changing medium is reshaping book publishing, audience engagement, and storytelling.
At Audible, Lisa Higginson, Senior Director of UK Content, leads the commissioning of approximately 60 original titles annually in the UK, with the European total hitting around 150. Her vision embraces an expansive view of audio storytelling that ranges from traditional audiobooks to highly produced multicast dramas and narrative podcasts.
“We used to have clear lines between podcasts and audiobooks,” Higginson explained. “Now, audiences are consuming them as a single category of ‘audio content’.”
One of podcasting’s key advantages, according to Higginson, is the medium’s flexibility. Complex, expensive TV projects can be adapted into immersive audio productions, using rich soundscapes. Expert narrators, likewise, are able to tell stories that might struggle to be captured on film.
Higginson also acknowledged the challenges of discoverability in an increasingly crowded market. “We rely heavily on data and concept testing,” she said. “From pilot testing to marketing strategies, we fine-tune content to match audience expectations.”
When offering advice to publishers and authors, Higginson urged simplicity and clarity. “Audio doesn’t allow you to reread a paragraph. It demands concise storytelling, strong dialogue, and unforgettable characters.”
Nicola Holloway, Senior Content Producer at BBC Audio, brought an experienced radio producer’s hands-on perspective to the conversation. Known for her work on Open Book, Front Row, and most recently, The Archers Podcast, Holloway discussed how podcasts can serve as a community hub for passionate fans.
The Archers Podcast, a companion to the BBC’s long-running radio soap The Archers, begins with respecting the intimacy of the original format, Holloway noted, even while leveraging podcasting to foster deeper, more personal listener connections.
“Some fans don’t want the illusion broken—they don’t want to hear actors speaking as themselves,” she acknowledged. Nevertheless, the podcast heightens engagement with behind-the-scenes interviews, fan contributions, and topical explorations tied to ongoing plotlines.
Audience interaction is central to Holloway’s production approach. “If you ask people to contact your show, make sure you use that interaction meaningfully,” she advised.
Whether sourcing guests from listener emails or guiding future content based on feedback, she emphasised the value of building community. A memorable moment came when a listener working with The Wildlife Trusts, inspired by a storyline about beavers, became a guest on the podcast, turning fandom into participatory storytelling.
Holloway’s production process involves meticulous planning, guest coordination, and editorial judgment. She also underlined the importance of clarity of purpose.
“Know what your programme is in a sentence. That guiding idea will help you make editing decisions and stay focused,” she explained.
“You can go back to that sentence, and it just can help you fix yourself. So, the Archers podcast is celebrating everything we love about the Archers. Book Club is the programme where readers can ask questions of their authors.”
Holloway also touched on the differences between working with domestic and global audiences, drawing from her time producing World Book Club for the BBC World Service. That experience requires broader cultural sensitivity and an openness to global perspectives.
“Books and audio let you step into someone else’s shoes,” she said. “That’s their greatest power.”
The original discussion from the session is available as an episode of The Spoken World series.
Christopher Kenneally is the host of The Spoken World, a podcast series covering audiobooks and audio publishing.
