There is a large period of transition happening in the Audience Development profession. Five or six years ago, your audience developer was relegated to handling circulation and distribution. Today, it’s at the forefront of most publishing/media companies and a key resource of the C-Suite. While the importance of the field within a company has risen, the talent pool has not, making it a challenge for the C-Suite to find the right fit. From our view, we’ve seen some of the signs of what makes someone successful or unsuccessful in this role that may not be in your Audience Development job description. Here are our suggestions on the skills (or personality traits) to seek when hiring your next A.D. superstar.
I encourage you to look at ways that journalism can optimize trust. Sites (both big and small) contain trust indicators that can fuel a brand’s audience revenue generation and audience development goals. Recently, The Membership Puzzle’s Emily Goligoski sat down to discuss the organization’s recent work on studying the keys to building sustainable membership programs. Here are some of the major questions Goligoski helped us answer-- and a peek at our team’s notes:
What type of content drives your brand? Is it travel and dining? Health and wellness? Arts and events? For publishers, it’s often all of the above. The print-first mindset and the desire to be everything to everyone can be seen on the home page of many publications. This page is filled with an overwhelming (and often overlapping) number of directory and subdirectory categories in order to entice readers to journey forth into the site - continuing to ignore the fact that most users enter their site from one of their hundreds of thousands of pages.