1. © Opening the Book Ltd Anne Downes www.openingthebook.com Investing in readers: a new approach to audience development

2. © Opening the Book Ltd Traditional model of audience development

3. © Opening the Book Ltd Support writers by building an audience

4. © Opening the Book Ltd A model of engagement Build upChoosing READING Reader 2 ReaderImpact echo opportunities for intervention making meaning adapted from Alan S. Brown ‘Making sense of audience engagement’.

5. © Opening the Book Ltd Developing the reading audience Raise the status of reading as a creative act Open up readers’ choices Build readers’ confidence to choose something new to them Bring readers together to share their reading experiences

6. © Opening the Book Ltd Promoting the reading experience The reader-centred approach promotes the reading experience and what it can do for you, rather than selling individual books or writers. This builds the audience for literature by moving readers beyond brand loyalty to individual writers, developing confidence and interest in trying something new. Promotional messages that bring together a range of books that offer a similar reading experience and mix the familiar with the new.

7. © Opening the Book Ltd

11. Bookmark tools

12. © Opening the Book Ltd Reader-centred reading lists

13. © Opening the Book Ltd Making readers visible

14. © Opening the Book Ltd Audience development in libraries Builds a unique cultural role Trusted, accessible, local and free Changes the focus of the service from the passive provision of books and computers to meeting the needs of an audience Offers staff new skills

15. © Opening the Book Ltd

16. Opening up reading choices online: whichbook.net Search engines and catalogues reinforce choosing of known names Commercial marketing invests in a few big authors How can we promote the new, the less well-known, books on the edge?

17. © Opening the Book Ltd whichbook model 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 WelkBoek in Netherlands coming next year, Ønskebok in Norway ran for 5 years Unique – it does things Amazon can’t do

18. © Opening the Book Ltd

20. ENGAGE: a european readers’ project Using the experience of reading to link young people across the boundaries of language, geography and culture.

21. © Opening the Book Ltd Which book best reflects life where you live? Young people share their choices and their reading experiences with others online Representative extracts are translated and shared Activities and games encourage readers to try something new to read and exchange recommendations. Readers champion their own choices. Translate and publish a winning book

22. © Opening the Book Ltd Anne Downes anne@openingthebook.com www.openingthebook.com