Audience Development

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  • Old school website equals customer service!

    Old school website equals customer service!. In looking at what else is around their area, I came across a theatre that had an old fashioned customer service set up. In their About section, they chose to leave the “Leave A Reply” on their blog format. Patrons were filling out the section with questions, and they would answer in this area as well. At first, I thought this was very old school, but then it dawned on me that everyone could not only see the answers to the frequently asked questions, but it showed they cared to get back to people in a timely fashion. There’s that C word again – Care! Perhaps there are other old school website functions that could add a human touch to your interactions with your audience members. If you need to take the DIY approach, here is my kit to get you thinking in the audience development direction! We all know we should get to know our audiences better, but how do we do this? Once purchased, your link will be available for 10 days.
  • Measuring my online reach in the month of August

    Measuring my online reach in the month of August In June I wound down all my marketing client work so I could focus on monetizing my own content. And when you’re a one-man publishing operation, two weeks is an eternity to forgo publishing new content. Overall my longer form content (1,000+ words) generated 35,142 views this month, up significantly from my 5,738 article views last month. It’s hard to say where I need to get to in terms of audience reach since traffic doesn’t directly impact my business model, but I would like to reach a point where I’m seeing 80,000 views across all my longform articles each month. New subscribers I grew my email and social media subscriber base by 4,463, which is down from the 4,710 added subscribers in July. All together, I have 48,034 subscribers across social media and email. When you go months in between creating new articles, it’s difficult to build a loyal audience base. This is the first time I’ve been able to focus 100% of my time on my own content production, and I’ve only been going about it for three months. It takes consistency and time. That’s all for this month.
  • Audience Development Editor – The Tab, London

    Audience Development Editor - The Tab, London. The Tab is hiring an Audience Development Editor to join its office in Shoreditch, London. The Audience Development Editor is at the centre of that team, working closely with the Editor to ambitiously grow The Tab’s readership every month. This is a rare opportunity for a hugely talented person to play an integral part in establishing The Tab as one the UK’s biggest youth media brands. Over the next year, the Audience Development Editor will: launch a new channel, significantly grow The Tab’s audience beyond students, and shoot and edit video that will be seen by millions of young people across the country. The successful candidate will be highly ambitious for a big career in journalism, video, audience development, social media or marketing. Working within an editorial team of eight people at our office in Shoreditch, London, you will be responsible for: Choosing killer stories, pictures, and videos for our social media channels Aggressively growing The Tab’s following month on month Testing and optimising headlines, pictures, and captions for social media Shooting and editing video, including on longform and investigative projects Sending weekly social growth reports to the whole company Advising local editorial teams on how to grow their audiences Requirements A successful candidate will have: Graduated from a top university in the past 2 years with at least a 2.1 Evidence of exceptional social media account growth, or have a significant Twitter, Instagram or Facebook following A serious understanding of how the uniquely Tab engages young people on social An instinctive understanding of what goes big on the internet Evidence of brilliant organisational skills and attention to detail Demonstrated ability to take the initiative and solve problems Superb written and verbal communication skills A clear understanding of how The Tab operates and its mission within journalism Great news sense Benefits 25 days holiday per year (plus bank holidays) Company Macbook Air Breakfast provided in the office Rooftop beers and prosecco on a Friday Occasional office dog About Tab Media We have 40 staff working in our offices, where editors, developers, creatives, and salespeople are building a new way to publish stories people care about. Read more about us here. Since we were founded by three students at Cambridge University in 2009, our company has been run by young journalists and producers who like being first. From the beginning, exclusive stories from The Tab’s campus reporters have been syndicated by the biggest newspapers and TV channels on the planet.
  • Viafoura Unfolds Next Generation Audience Development Platform

    Viafoura Unfolds Next Generation Audience Development Platform. Toronto: Viafoura, a provider of engagement, commenting, and moderation tools, has announced the release of its upgraded Next Generation Audience Development Platform. Optimized to encourage audience participation, registration, and subscription within online communities, the enhanced solution provides media brands with the tools and first-party user behavior data necessary to support their market value. Clients using the next generation platform can expect to see a rise in their website’s engagement metrics due to the complete redesign of the real-time commenting user experience. This enhanced experience includes new engagement capabilities such as follow features, notification feed and news tray, web push notifications, automated moderation, and more. The addition of follow features allows users to “follow” authors, other users, pages, sections, and topics to receive real-time updates on their notification feed. The new web push notifications give brands the added ability to deliver breaking news alerts when users are off-site. They also give brands the opportunity to alert users of new replies, likes, and followers, due to the platform’s one-of-a-kind integration with commenting features. Viafoura API’s connect this first-party data with marketing and sales platforms (i.e. DFP, BI, Paywall, CRM, DMP) to drive actionable analytics and revenue. With this information, brands can deliver more relevant content, such as emails and repurposed, user-generated content, to cultivate continued engagement among their target audience, thus increasing revenue.
  • Psychographics are more important!

    Psychographics are more important!. I am working on several evaluations for various arts organizations around the country, and what I am finding out is that some of us know our basic demographics of our audiences, but most of us do not know about the psychographics. the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research. Thank you to for the definition. So why are psychographics more important? Liking the Beatles is a FAB-ulous psychographic! Now why would this be helpful? Once you know the psychographics, you can figure out a way to reach all your audiences at the same time, and to reach more potential audiences with the psychographic information. You won’t be able to find as much common ground with demographics as you will with psychographics. You can add a psychographic question to your ticket purchase.
  • Audience Development: The Long Haul Model

    To give away the end of this story, over the last three years, after a calculated change in approach to audience development strategy, the California Symphony has seen profoundly different results from the national trends for orchestras: This post discusses first what the current/typical audience development model looks like, followed by reasons why organizations do it this way (spoiler alert: there is a long list of explanations in support of the traditional approach, which are barriers to change for many organizations), and ending with counter points on how and why changing the model is worth it, namely because there is big money on the table, which in turn allows us to better serve our mission. Some people do subscribe after attending one or two performances, and some people do make a donation when they’re called. Maybe this is in the category of “Don’t know how to do it differently,” or maybe it points back to an emphasis on short term revenue, or even not having a culture for failure. Back to the example of wanting to run that fiscal year end appeal mailing list, when we first instituted this new strategy, we could have mailed to twice as many people if we had included recent single ticket buyers, and we all know that some of those people would have made a donation. By comparison, the national average is 4% growth in performance revenue with subscription revenue on the decline (source: League of American Orchestras “Orchestra Facts” report, 2016). Or in its very simplest form, we can measure annual patron revenue and associated expenses when the focus is acquisition versus patron revenue and associated expenses when the focus is retention. Going back to that foundation’s mandate to go from years of big shortfalls to a balanced budget in one season, we did it by recalibrating how we spend our money per this reconstructed plan, and that year the budget was indeed pretty lean. If siloes make it difficult to do this work, discipline makes it easier. It took us three years to get to this point, but it has worked. In a time when most arts organizations are scaling back programs, tightening budgets, and seeing declines in tickets and subscriptions, Bergauer has dramatically increased earned and contributed revenue at organizations ranging from Seattle Opera to the Bumbershoot Music & Arts Festival to the California Symphony.

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