Audience development

Putting the reader first

The literature world concentrates mainly on writing and publishing. This is true of both the commercial sector and the arts funding sector. Opening the Book's unique contribution has been to introduce the concept of intervening at the point of consumption.

Making the reader visible

There are more readers than there are practitioners of any other art form but because reading is largely an individual and domestic habit, this is often overlooked.

Respecting other people's reading experience

What makes us think that the reader of romances is stuck in a dream world, an escapist, probably deeply unhappy with no social life?

A reader-centred approach to quality

Reader development takes an inclusive approach to whatever people are reading. We don’t need to make value judgments about the 'quality' of books as we shift the focus to the quality of the reading experience.

Opening up reading choices

Think about all the barriers that we have to overcome every time we pick a new book to read. Is this the kind of book I usually like? Is it too heavy? Too light? Will it bore/scare/offend me?

Sell the sizzle not the sausage

Starting with the reader and the experience of reading, rather than the author or the book, is the major change that Opening the Book has introduced into promotion.

Less is more

One of the biggest barriers to finding what you want is the sheer number of choices that exist. If you walk into a library, you see crowded ranks of spine-on books disappearing into infinity. It's a confusing and exhausting prospect for the browser who is not sure what they are looking for.

Reader-to-reader

What makes us think that the reader of romances is stuck in a dream world, an escapist, probably deeply unhappy with no social life?

How readers choose

Our research has shown that approximately half of the people coming into a library are looking for a specific title or author. The other half want to browse what's there and see what happens to take their fancy. This gives a 50-50 split in preferred method of choosing.

Differentiating reading audiences

In the retail sector, companies know a great deal about their customers and, when planning marketing strategies, they break their market down into very specific segments.