Next up in my book report exercise is another in the professional and business development realm. The book Audience: Marketing in the Age of Subscribers, Fans and Followers by Jeffrey K. Rohrs argues that audiences are, “a source of critical business energy in need of investment, leadership and support.”
The author puts forth that a core marketing responsibility is the development of your proprietary audience.
Book Synopsis from Amazon
“With AUDIENCE, Jeff Rohrs seeks to change this dynamic through adoption of The Audience Imperative. This powerful mandate challenges all companies to use their paid, owned, and earned media to not only sell in the short-term but also increase the size, engagement, and value of their proprietary audiences over the long-term.”
The book is about how everyone, everything, every business needs audience to survive and thrive. Sounds simple, but it’s really hard as the book demonstrates.
“The audience is is not brought to you or given to you; it’s something that you fight for. You can forget that, especially if you’ve had some success. Getting an audience is HARD. Sustaining an audience is HARD. It demands consistency of thought, of purpose and of action over a long period of time”— Bruce Springsteen
It defines audience development as, “a comprehensive, collaborative and cross-channel effort to build audience your company alone can access,” which I think is as concise a definition as I have come across.
The book is an easy and quick read. It’s informative. It also offers simple exercises and practical approaches for any size business. It offers realistic business goals that speak to the value of propriety audiences that can be utilized to convince anyone in an organization that may be skeptical.
After reading the book, I had a greater understanding of why it is important and what is needed to do audience development work. Some of the chapters will be refreshers for marketers, while others will give guidance on where to start and why to focus on what matters most.
Something I learned
One of the biggest lessons I learned from the book is a simple yet often overlooked way to measure and communicate the success of audience development. Here it is: “Regularly communicate the financial value to management, both in terms of real revenue and advertising cost savings.”
The book is available at any major book retailer.
I will continue to use this outlet and Instagram to document and provide insight into the books I read. I tend to read mostly nonfiction, professional development and spy novels.