We often talk extensively about producing the book as a product for readers. The big question is, after producing the product, how do we get the books for the publisher to the audiences that need it? In this panel, we talk to leading experts on how the industry in Africa and Germany defines their audiences and how they distribute the product to those customers. What are the distribution chains in the two markets, both physical and virtual, and how have they influenced how people produce and consume the product in the last few decades. Okechukwu Ofili and Lena Renold talked with James Murua on his Literary podcast, produced in cooperation with Frankfurter Buchmesse and the German Federal Foreign Office.