Saratoga News | 0234 | August 21, 2002

August 21, 2002 Saratoga, California Since 1955

Photograph by George Sakkestad

All Ears, an audio bookstore in the El Paseo de Saratoga Shopping Center, presents a new concept: Shop owner Anan Wong offers books on tape as rentals.

Heard any good books lately?
All Ears makes that possible

By Mandy Major

Ears perked up when the first audio-only bookstore in the West Valley opened its doors four weeks ago.

Anan Wong, who opened All Ears with partner Quan Chau in the El Paseo de Saratoga Shopping Center off Saratoga Avenue, always loved books. But when she started to commute regularly as a sales representative for a software company, she turned to audio versions of her favorites.

"People don't realize how much audio books help with a commute," Wong says. The only problem was the cost of buying audio books and the lack of selection at libraries. Thus, two years ago, Wong began formulating the idea for a store that had audio books for sale, but more important, to rent.

Bright white shelves filled with more than 5,000 glossy covers greet customers as they stroll in from the plaza. Given there are categories like in a regular bookstore—such as science fiction, humor and self-help—it usually takes a minute or two to realize that these aren't books but thick cases containing cassette and CD versions of popular titles.

Customers are generally very happy once they realize the books are audio versions.

"A lot of people come in, look around and tell me, 'It's about time for something like this!' " says Wong. "I've been really impressed with the response—it has been wonderful and very positive."

Every book All Ears carries can be purchased or rented. Wong says that initially customers buy, since they are so used to buying books, but once they realize the higher cost they switch to renting.

"It is a relatively new concept for most people, so it is hard for them to rent at first," Wong says. "But renting is so much better since you don't really listen to a book more than once."

Audio books are, on average, much more expensive than paper books. Some only cost $10-$15, but larger books, such as Leo Tolstoy's War and Peace or Ayn Rand's Atlas Shrugged, cost hundreds of dollars for the complete unabridged versions.

The costs of the audio books are generally related to their length, and all books are color- and letter-coded, ranking them from the least to most expensive. Something like The Girls' Guide to Hunting and Fishing, a fairly quick read, would be the least expensive, making it an "A"and costing $2.99 for three days, where War and Peace would be an "E," the most expensive category at $10.99 for three days. Rentals go up slightly in price the longer the title is rented, but packages can be bought for one price that gives unlimited checkout times.

Wong has set up a small listening station for those renters or buyers who are unsure they want to invest in a book.

Wong stresses the importance of a good reader—most of whom are minor celebrities that have discovered newfound fame in audio book narration—and encourages customers to use the listening station to ensure they like the reader of their title choice.

"It is really important who the reader is," Wong says. "You don't want someone just reading it—you want some animation and changes in tone with different characters." Wong's favorite readers are Barbara Rosenblat and Jim Dale. Dale is the narrator for all of the Harry Potter books, which have been in high demand since the store opened.

So far, children's books are very popular, with many parents looking for more educational and unique ways to pass car time. Business books also rank high, especially with Silicon Valley commuters.

Wong admits that audio books have been around for quite some time, and there are many mail-order businesses. But she hopes patrons appreciate the All Ears approach, which allows them to browse, ask questions, and forego shipping costs.

Her only concern now is not having enough time to listen to the tapes herself. "I listen to audio books when I'm on the treadmill or cooking, but since I opened the store I hardly commute," she says, smiling. "How sad!"