Audience development

Explore different models and ideas to engage and grow the audience of readers at your library.  You will consider how to segment audience  groups with diverse needs and preferences and how to target in order to reach a wide range of people. Starting from the reader will bring a new energy to your promotions and the coursework tasks will enable you to experience this powerful dynamic and showcase it to others.

The course is structured in three units, each with a practical task at the end. Unit 1 explores the psychology of reading and how to tap into reading motivations to expand your audience. In Unit 2 you will learn about different ways of targeting audience groups to bring strength and diversity to your programmes. Unit 3 looks at how the library can play a role in making reading a sociable activity as well as an individual one and how to use this to build your audience.

This course assumes some knowledge and experience of a reader-centred approach. If you are new to reader-centred work, we suggest you start with Putting readers first - it's a fast introduction to what you need to know as a basis for advanced work on audience development.

On our courses for Library Managers, you will develop a personal relationship with your mentor who will support and stretch your learning every step of the way. Your mentor will help you adapt the course content to your own workplace and shape your coursework so it is relevant to your individual professional situation.

Was £220.00


GBP Prices displayed in GBP
For managers
6 hours online plus 3 practical projects which apply your learning in the library. Most learners take 6-8 weeks to complete, when fitted in with the demands of a library job, but you can choose a faster or slower pace to suit your circumstances.
Every learner has a personal mentor from Opening the Book. Your mentor responds to your work and will support you to get the best out of the course.

Unit 1: Understanding the reading audience

Unit 1: Understanding the reading audience
What does reader-centred mean?
Putting readers first
Creative reading
Quality reading experiences
Attitudes to reading
Making judgments
Opening up choices
Engaging the reading audience
Advising readers
Using conversations to research needs
Connecting readers
Bringing readers together
Task One: Try out a reader-centred idea

Unit 2: Differentiating audiences

Unit 2: Differentiating audiences
Why do we need to target?
Targeting is not stereotyping
Segmenting by library use and attitude
Working with groups across the circle
Targeting traditional audiences
Targeting digital users
Differentiate - don’t alienate
Five examples of targeting
Task Two: Target a specific audience group

Unit 3: Making reading sociable

Unit 3: Making reading sociable
Articulating the role of the library
Readers as an arts audience
Contributing to festivals
The library as an audience developer
Making readers visible
Celebrating readers
Taking reader photos
Using your photos and interviews
Reader-centred events
Make the reader the star
Three event examples
Plan your own reader-centred event
Planning anxieties
Share your plan for your event
Task Three: Report
Thank you
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