Lessons Publishers Can Learn from a Lightning-Hot Political Campaign


Audience developers, especially in publishing, often look to each other for inspiration and opportunities for imitation. We look to The New York Times and their success in growing digital subscribers or admire Netflix’s tremendous audience growth. But I’ve recently become enamored with an entirely different audience development opportunity -- politics.

Yes, that pool has been slightly tainted since we’ve all come to the realization that Cambridge Analytica used data to try and destroy our democracy, but still, hear me out.

Deep in the heart of Texas, Beto O’Rourke is running a campaign for a seat in the US Senate that is based entirely on individual donors to finance his campaign -- not unlike Bernie Sanders in the 2016 presidential primaries -- and it seems to be working. Well, relying 100% on your supporters to finance your campaign requires one hell of an audience development strategy, wouldn’t you agree?

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