© Opening the Book Ltd Anne Downes Investing in readers: a new approach to audience development.
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Transcript of © Opening the Book Ltd Anne Downes Investing in readers: a new approach to audience development.
© Opening the Book Ltd
Anne Downes
www.openingthebook.com
Investing in readers: a new approach to audience development
© Opening the Book Ltd
Traditional model of audience development
© Opening the Book Ltd
Support writers by building an audience
© Opening the Book Ltd
A model of engagement
Build up Choosing READING Reader 2 Reader Impact echo
opportunities for intervention making meaning
adapted from Alan S. Brown ‘Making sense of audience engagement’.
© Opening the Book Ltd
Developing the reading audience
• Raise the status of reading as a creative act
• Open up readers’ choices
• Build readers’ confidence to choose something new to them
• Bring readers together to share their reading experiences
© Opening the Book Ltd
Promoting the reading experience
• The reader-centred approach promotes the reading experience and what it can do for you, rather than selling individual books or writers.
• This builds the audience for literature by moving readers beyond brand loyalty to individual writers, developing confidence and interest in trying something new.
• Promotional messages that bring together a range of books that offer a similar reading experience and mix the familiar with the new.
© Opening the Book Ltd
© Opening the Book Ltd
© Opening the Book Ltd
© Opening the Book Ltd
© Opening the Book Ltd
Bookmark tools
© Opening the Book Ltd
Reader-centred reading lists
© Opening the Book Ltd
Making readers visible
© Opening the Book Ltd
Audience development in libraries
• Builds a unique cultural role
• Trusted, accessible, local and free
• Changes the focus of the service from the passive provision of books and computers to meeting the needs of an audience
• Offers staff new skills
© Opening the Book Ltd
© Opening the Book Ltd
Opening up reading choices online: whichbook.net
• Search engines and catalogues reinforce choosing of known names
• Commercial marketing invests in a few big authors
• How can we promote the new, the less well-known, books on the edge?
© Opening the Book Ltd
whichbook model
• Starts from the reader and what you want from the reading experience
• Combines smart technology with individual readers to deliver depth and quality
• Averages 90,000 visits per month
• WelkBoek in Netherlands coming next year, Ønskebok in Norway ran for 5 years
• Unique – it does things Amazon can’t do
© Opening the Book Ltd
© Opening the Book Ltd
© Opening the Book Ltd
• ENGAGE: a european readers’ project
• Using the experience of reading to link young people across the boundaries of language, geography and culture.
© Opening the Book Ltd
Which book best reflects life where you live?
• Young people share their choices and their reading experiences with others online
• Representative extracts are translated and shared
• Activities and games encourage readers to try something new to read and exchange recommendations.
• Readers champion their own choices.
• Translate and publish a winning book