It was already a “get” when the University Press of Kentucky signed Bob Edwards as an author. Now comes a heck of a “give.” The voice behind NPR’s Morning Edition for nearly 25 years will offer his memoir as a free e-book for several days before its print release.
Starting this morning, A Voice in the Box: My Life in Radio will be available as a free download through Kindle, Barnes & Noble Nook, and Google ebookstore in a promotion to run through September 9.
John Hussey, Kentucky’s director of marketing and sales cites the success of a certain indecorous bedtime story, as well as the University of Chicago Press’s free e-book promotions starting with Piracy, as inspiration for the plan. The twist for Kentucky was making the limited-time giveaway available through Amazon, B&N, and Google. Persuading the three retailers to release the book for free was not easy, Hussey says, but “Edwards’s national name helped get them behind it.”
Edwards, a Louisville, Ky., native and a U. of Louisville grad, wanted to publish his memoir with a non-profit press. The book tracks his career and memorable interviews, giving, the press says, a frank look at American media and the history of public broadcast journalism. One controversial episode in that history was when the then-56-year-old Edwards was removed as host of Morning Edition in the spring of 2004, just six months before his 25-year anniversary on the show. Tens of thousands of NPR fans protested to no avail. Shortly after, Edwards found a new daily home at Sirius XM satellite public radio, but also is host of Bob Edwards Weekend on Public Radio International. His smooth baritone can be heard as well on Kentucky’s promotional video trailer for the book.
Speaking of promotion, in a flurry of quite cryptic Tweeting of late, John Hussey has been promo’ing the promo and hinting at a “game changer” for Kentucky. Via e-mail, the marketing director explains.
“As a university press,” he writes, “our two biggest problems are national exposure and keeping up with demand once exposure hits.” With this free e-book promotion, he says, the press has guaranteed itself exposure that would be the equivalent of tens of thousands of dollars of advertising. Plus, he says, “we will never be out of stock, both in terms of the e-book or the print version.”
E-books, he writes, “have helped to level the distribution gap in publishing between us and a commercial press, like Random House. If we can gain exposure with non-traditional methods, like this one, then we can gain a greater audience in this emerging market.”

