I have been talking for a while about how podcasting can help to promote sales of books and it seems some authors are starting to get on the podcast bus.

I love The Splendid Table with Lynne Rossetto Kasper, but I found I was rarely around a radio when it aired. As podcasting started, I found myself wishing that more shows would podcast after air, simply so I could enjoy them. Well, The Splendid Table crew started to podcast a few months ago and I am an avid listener. I have to imagine that their listenership jumped dramatically once folks could listen on their own terms.

Now, Kasper and producer, Sally Swift have created a book entitled The Splendid Table’s How to Eat Supper. (Available April 8, 2008) More importantly for this blog, they have also started a podcast to accompany the book. The first episode is casual and comfortable and discusses topics expanded on in the book.What a great way to expand their exposure, starting first with their loyal listeners of the radio show, and then branching out to a whole new audience via podcast.

What a great way to take one audience and bring it over to an entirely new product. Every author should be doing this regardless of whether they are writing a cookbook, novel, short stories, essays, whatever. Of course, writers often tell me “oh, my readers aren’t interested in what I have to say outside my books.”…and they’re wrong. People love insight and insiders knowledge. They would love to hear how you came up with the idea for the book, the basis of the characters, and your trials and tribulations while writing it. Writers shouldn’t sell themselves short. There are people interested in them and their work, even they only reached out and engaged them.

If you are creating anything, you should seriously consider creating a companion podcast. If you could have your own personal television of radio station, dedicated to your products — why wouldn’t you? This is exactly what you have in podcasting.