Page 1

Investing in readers: a new approach to audience development

Rachel Van Riel www.openingthebook.com

Š Opening the Book Ltd


Traditional model of audience development

Š Opening the Book Ltd


Reader development model

Is the best way of supporting writers to find them an audience?

Š Opening the Book Ltd


Example: Give me a break

• National promotion devised with libraries across Wales • Current paperbacks in Welsh and English offering different kinds of break

• Targeted to 20-30s - how does reading fit in their lives? • Book displays in libraries plus a website

© Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


The reading experience • The reader-centred approach sells the reading experience and what it can do for you, rather than selling individual books or writers. • This builds the audience for books by moving readers beyond brand loyalty to individual writers, developing confidence and interest in trying something new.

Š Opening the Book Ltd


Š Opening the Book Ltd


• Free spirit

© Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Changing the culture of public libraries

• Move from passive provision of books and computers to actively engaging the audience • 12,000 library staff in UK, Ireland, Canada and Australia have taken Opening the Book online training • Explosion of conversations, displays, reading groups, websites, events, promotions, outreach projects

© Opening the Book Ltd


Changing libraries from control and process‌

Š Opening the Book Ltd


‌ to imagination and engagement

A new school where the first intake of 57 children speak 33 languages Š Opening the Book Ltd


Furniture helps audience development

Š Opening the Book Ltd


Recommended by a reader at this library

Š Opening the Book Ltd


Reader to reader • Word of mouth is the best promotion there is • Use what people say • Comments in books, on Readers’ noticeboard, on websites • Returned books • Pictures of readers • Book chains • Reading groups

© Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Use real people • Write down what people say in their own words • Can be small – passport-size photos with postits on a noticeboard

• Can be large – on the end of a bay of books • Use on noticeboards, on websites, in local newspapers, on websites, at the bottom of emails © Opening the Book Ltd


Š Opening the Book Ltd


Using real readers to promote to other readers

Š Opening the Book Ltd


Š Opening the Book Ltd


Reader-centred promotion in Danish libraries

Š Opening the Book Ltd


Reader-centred booklists

Š Opening the Book Ltd


Outside the library • Look for situations where people will pick up a book • Create small manageable choices • Make sure there are a range of reading experiences on offer

© Opening the Book Ltd


North Wales cancer treatment centre • Modern building, all facilities • Day patients stay up to 7 hours and come on repeat visits • Pleasant environment but reading matter limited to Readers’ Digest and out-of-date women’s magazines

© Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


The reader-centred approach • Look for situations where people are ready to engage • Many people are aware that their power with words does not match the strength of their feelings • This is a great route into poetry

© Opening the Book Ltd


All the best • Tempting book display at the library • Staff training to help people find poems

• Postcard poems used outside the library, for example in Registrar’s Offices (births, marriages, deaths) and florists

© Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Reader-centred websites

Š Opening the Book Ltd


Whichbook.net • 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 • Runs as WelkBoek in Netherlands and Ønskebok in Norway ran for 5 years • Unique – it does things Amazon can’t do © Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Š Opening the Book Ltd


Starting from your users

• Raise people’s confidence and enjoyment in reading and the internet • Open up reading and information choices

• Offer opportunities to share reading and website experiences • Grow your audience through investing in them

© Opening the Book Ltd


Investing in readers: a new approach to audience development

Rachel Van Riel www.openingthebook.com follow@RachelVanRiel

Š Opening the Book Ltd

Profile for Kulturis Serbia

Rachel Van Riel Kulturis Novi Sad 2014  

Rachel Van Riel Kulturis Novi Sad 2014  

Advertisement