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The podcasts are done Old Time Radio style with professional actors, because the writer is in the theatre business. The Red Panda ones are pure dialogue and sound effects, the Black Jack Justice one includes some narrative.
I guess it's the equivalent of having like a free TV series first, and and selling some books along with it. I love reading too, but I guess I feel the need to space out my intake of the universe and use my reading time for other material for now.
I also wonder how much J. A. Konrath's sales are from people finding about him through blog discussions about self-publishing. I would have never known about him otherwise. I think his blog and blogsphere presence has given him a lot more attention than through other promotional venues he's tried, but correct me if I'm wrong.
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