{"id":1916,"date":"2024-06-17T16:55:21","date_gmt":"2024-06-17T16:55:21","guid":{"rendered":"https:\/\/renodo.org\/en\/?p=1916"},"modified":"2024-06-24T08:31:12","modified_gmt":"2024-06-24T08:31:12","slug":"new-audiences-new-readers-new-listeners-keys-to-reach-and-engage-your-community","status":"publish","type":"post","link":"https:\/\/renodo.org\/en\/2024\/06\/17\/new-audiences-new-readers-new-listeners-keys-to-reach-and-engage-your-community\/","title":{"rendered":"NEW AUDIENCES, NEW READERS, NEW LISTENERS: KEYS TO REACH AND ENGAGE YOUR COMMUNITY"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-dk9u69-3a5c88d8f1833a5a82f84b2af4790fe8\">\n#top .av-special-heading.av-dk9u69-3a5c88d8f1833a5a82f84b2af4790fe8{\npadding-bottom:18px;\n}\nbody .av-special-heading.av-dk9u69-3a5c88d8f1833a5a82f84b2af4790fe8 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-dk9u69-3a5c88d8f1833a5a82f84b2af4790fe8 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-dk9u69-3a5c88d8f1833a5a82f84b2af4790fe8 av-special-heading-h1 blockquote modern-quote modern-centered  avia-builder-el-0  el_before_av_video  avia-builder-el-first '><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >NEW AUDIENCES, NEW READERS, NEW LISTENERS: KEYS TO REACH AND ENGAGE YOUR COMMUNITY<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div  class='avia-video av-ctah1d-5c596cb0ce29d5fbc115d96d8aaa6e88 avia-video-16-9 av-no-preview-image avia-video-load-always av-lazyload-immediate av-lazyload-video-embed'  itemprop=\"video\" itemtype=\"https:\/\/schema.org\/VideoObject\"  data-original_url='https:\/\/youtu.be\/taIerC7mPy8?si=pLK8KZar1b1-FjnC'><script type='text\/html' class='av-video-tmpl'><div class='avia-iframe-wrap'><iframe loading=\"lazy\" title=\"04 New audiences, new readers, new listeners keys to reach and engage your community\" width=\"1500\" height=\"844\" src=\"https:\/\/www.youtube.com\/embed\/taIerC7mPy8?feature=oembed&autoplay=0&loop=0&controls=1&mute=0\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/script><div class='av-click-to-play-overlay'><div class=\"avia_playpause_icon\"><\/div><\/div><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av-layout-grid-1'  class='av-layout-grid-container av-asjy29-59d97f2357a264d61f11dbac66a004a9 entry-content-wrapper main_color av-flex-cells  avia-builder-el-2  el_after_av_video  el_before_av_social_share  grid-row-not-first  container_wrap fullsize'  >\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8h6ei9-cd436ed11d89405aa1001600b7c7271e\">\n.flex_cell.av-8h6ei9-cd436ed11d89405aa1001600b7c7271e{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-8h6ei9-cd436ed11d89405aa1001600b7c7271e{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-8h6ei9-cd436ed11d89405aa1001600b7c7271e av-gridrow-cell av_one_fifth no_margin  avia-builder-el-3  el_before_av_cell_three_fifth  avia-builder-el-first  content-align-top'  ><div class='flex_cell_inner'><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7pg8v5-2cc43166a36e5998a61698518f1b4aaf\">\n.flex_cell.av-7pg8v5-2cc43166a36e5998a61698518f1b4aaf{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-7pg8v5-2cc43166a36e5998a61698518f1b4aaf{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-7pg8v5-2cc43166a36e5998a61698518f1b4aaf av-gridrow-cell av_three_fifth no_margin  avia-builder-el-4  el_after_av_cell_one_fifth  el_before_av_cell_one_fifth  content-align-top'  ><div class='flex_cell_inner'><section  class='av_textblock_section av-5tsre9-4ea363aeef6c7f14fb6a4b69e44aa36a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-weight: 400;\">Readmagined by Bookwire it\u2019s a new thing in the Readmagine series of conferences that built this unconventional international event for book and reading innovation. In 2024, Bookwire has taken over the curation of the last day of this edition and has focused it on the issue of \u00abaudiences.\u00bb Mariana F\u00e9ged (General Manager Spanish Markets and EMEA) at Bookwire organised and moderated a session on \u201cNew audiences, new readers, new listeners: keys to reach and engage your community\u201d with Rafa Luna (Head of Marketing and Digital Business at Editorial Anagrama), Dana\u00e9 Tourrand-Viciana (Editorial Director of Literature, Essays and Documents at Leduc Editions), Pietro Biancardi, (publisher at Iperborea).<\/p>\n<p style=\"font-weight: 400;\">Mariana F\u00e9ged introduced the session highlighting the unique approaches of three admired publishers who has excelled in creating and expanding niches in their respective markets.<\/p>\n<ol>\n<li><strong>Overview of the strategies of the three companies<\/strong><\/li>\n<\/ol>\n<ol>\n<li><strong>Anagrama<\/strong><\/li>\n<\/ol>\n<p style=\"font-weight: 400;\">Rafa Luna shared an overview of Anagrama was founded in 1969 by Jorge Herralde and is celebrating its 55th anniversary this year. The publishing house has published over 4,000 titles focusing on discovering new voices and exploring significant political, moral, and cultural debates. The transition from a personal brand under Jorge Herralde to a plural project started with the arrival of Silvia Ses\u00e9 in 2017, marking a shift towards shared responsibilities among professionals.<\/p>\n<p style=\"font-weight: 400;\"><strong>1.1 Branding strategy<\/strong><\/p>\n<p style=\"font-weight: 400;\">Book Covers Evolution. Anagrama updated its book covers, moving from framed images to freer designs, symbolizing an expansion of possibilities while respecting their historical roots.<\/p>\n<p style=\"font-weight: 400;\">Respecting Origins. The current branding strategy involves maintaining the essence of Anagrama\u2019s history and its core values, focusing on authors&#8217; voices and symbiotic relationships between authors and the publishing house.<\/p>\n<p style=\"font-weight: 400;\"><strong>1.2 Marketing strategies<\/strong><\/p>\n<p style=\"font-weight: 400;\"><strong>Podcasts<\/strong>. Anagrama&#8217;s podcast project, particularly \u00abTema Libre,\u00bb invites two authors to discuss topics related to literary creation, fostering intimate and unscripted conversations. This has successfully engaged listeners by making them feel like they are part of a private encounter.<\/p>\n<p style=\"font-weight: 400;\"><strong>Newslette<\/strong>r. Anagrama&#8217;s weekly newsletter, started in 2021-2022, engages 25,000 subscribed readers with a 51% open rate. It provides non-commercial content, starting with articles related to their books and complemented with recommendations in various media.<\/p>\n<p style=\"font-weight: 400;\"><strong>Audiovisual Content<\/strong>. High-quality audiovisual content, including author interviews and unique conversations, has helped Anagrama grow its YouTube channel and establish a strong presence on TikTok.<\/p>\n<ol start=\"2\">\n<li><strong>Leduc<\/strong><\/li>\n<\/ol>\n<p style=\"font-weight: 400;\">Dana\u00e9 Tourrand-Viciana explained that Leduc was founded in 2003 by a father and son, specialized in practical guides on mind, body, spirit, alternative medicine, and aromatherapy. The company expanded with the Alisio imprint for business and leadership literature in 2009 and Charleston for women&#8217;s fiction in 2013.<\/p>\n<p style=\"font-weight: 400;\"><strong>2.1 Marketing and community building<\/strong><\/p>\n<p style=\"font-weight: 400;\"><strong>Growth marketing<\/strong>. Leduc employs growth marketing, driven by data and experimentation, where readers are considered the first ambassadors of the brand.<\/p>\n<p style=\"font-weight: 400;\"><strong>Reader engagement<\/strong>. Leduc involves readers in their processes, such as selecting covers and providing feedback on books. This strategy has created a strong and participatory community, essential for their success in the competitive French market.<\/p>\n<p style=\"font-weight: 400;\"><strong>2.2 Achievements<\/strong><\/p>\n<p style=\"font-weight: 400;\"><strong>Sales and growth.<\/strong> Leduc Editions achieved a 70% growth in 2023, selling 1.5 million copies, highlighting their effective reader engagement and marketing strategies.<\/p>\n<p style=\"font-weight: 400;\"><strong>Charleston imprint<\/strong>. Successfully established as a prominent brand in women&#8217;s fiction, Charleston relies on a core community of readers for feedback and promotion, ensuring a close alignment with reader preferences.<\/p>\n<ol start=\"3\">\n<li><strong>Iperborea<\/strong><\/li>\n<\/ol>\n<p style=\"font-weight: 400;\">Pietro Biancardi, shared an overview of Iperborea, which was\u00a0 founded in 1987 by Pietro Biancardi\u2019s mother and Iperborea specializes in Nordic literature. Initially publishing 10 carefully selected books per year, the publishing house has grown to include children&#8217;s books and a new series focused on contemporary issues.<\/p>\n<p style=\"font-weight: 400;\"><strong>\u00a0<\/strong><\/p>\n<p style=\"font-weight: 400;\"><strong>3.1 Long Sellers<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Iperborea has found success with long sellers like Arto Paasilinna\u2019s \u00abThe Year of the Hare,\u00bb which has sold 150,000 copies.<\/p>\n<p style=\"font-weight: 400;\"><strong>\u00a0<\/strong><\/p>\n<p style=\"font-weight: 400;\"><strong>3.2 Innovative Approaches<\/strong><\/p>\n<p style=\"font-weight: 400;\"><strong>Festival \u00abI Boreali\u201d<\/strong>. Launched in 2015, the festival celebrates Nordic culture through literature, cinema, music, and food, attracting thousands of visitors and enhancing Iperborea\u2019s brand presence.<\/p>\n<p style=\"font-weight: 400;\"><strong>Bookazine \u00abThe Passenger\u201d<\/strong>. Introduced in 2018, this publication combines long-form articles, maps, infographics, and photo reportages to provide a comprehensive understanding of various regions and themes.<\/p>\n<p style=\"font-weight: 400;\"><strong>3.3 Strategic collaborations<\/strong><\/p>\n<p style=\"font-weight: 400;\">Collaborations with brands like IKEA and Cheres have allowed Iperborea to reach broader audiences and enhance its brand through unique promotional activities, such as distributing beers in bookshops.<\/p>\n<ol>\n<li><strong>Combined insights and discussion<\/strong><\/li>\n<\/ol>\n<p style=\"font-weight: 400;\"><strong>Youth engagement<\/strong><\/p>\n<p style=\"font-weight: 400;\">Both Anagrama and Iperborea have successfully adapted to appeal to younger audiences through rebranding and innovative marketing strategies. Collaborations with like-minded cultural entities and engaging in contemporary digital platforms have been crucial.<\/p>\n<p style=\"font-weight: 400;\"><strong>Creating a fan base<\/strong><\/p>\n<p style=\"font-weight: 400;\">All three publishers emphasized the importance of building a strong community or fan base. By nurturing relationships with readers and engaging them in the publishing process, they have established loyal followings.<\/p>\n<p style=\"font-weight: 400;\"><strong>Digital and offline synergies<\/strong><\/p>\n<p style=\"font-weight: 400;\">Embracing digital formats like e-books and audiobooks, these publishers have expanded their reach. Audiobooks, in particular, offer an opportunity to develop unique content that aligns with each publisher&#8217;s identity.<\/p>\n<p style=\"font-weight: 400;\"><strong>Final thoughts<\/strong><\/p>\n<p style=\"font-weight: 400;\">The key to success for these publishers lies in balancing respect for their historical roots with innovative strategies that resonate with contemporary audiences. By staying true to their core values while embracing new technologies and formats, they have managed to create lasting connections with their readers.<\/p>\n<\/div><\/section>\n<\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4o1ugh-d01cb9cabd2783b284be252c2a8ad6da\">\n.flex_cell.av-4o1ugh-d01cb9cabd2783b284be252c2a8ad6da{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-4o1ugh-d01cb9cabd2783b284be252c2a8ad6da{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-4o1ugh-d01cb9cabd2783b284be252c2a8ad6da av-gridrow-cell av_one_fifth no_margin  avia-builder-el-6  el_after_av_cell_three_fifth  avia-builder-el-last  content-align-top'  ><div class='flex_cell_inner'><\/div><\/div>\n<\/div><div id='after_grid_row_1'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1916'><div class='entry-content-wrapper clearfix'>\n<div  class='av-social-sharing-box av-2l40jl-fc657a5d4109edb166beabe7d2d69df2 av-social-sharing-box-default  avia-builder-el-7  el_after_av_layout_row  avia-builder-el-no-sibling  av-social-sharing-box-fullwidth'><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Compartir esta entrada<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Compartir en Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/renodo.org\/en\/2024\/06\/17\/new-audiences-new-readers-new-listeners-keys-to-reach-and-engage-your-community\/&#038;t=NEW%20AUDIENCES%2C%20NEW%20READERS%2C%20NEW%20LISTENERS%3A%20KEYS%20TO%20REACH%20AND%20ENGAGE%20YOUR%20COMMUNITY' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir en Facebook'><span class='avia_hidden_link_text'>Compartir en Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Compartir en X\" href='https:\/\/twitter.com\/share?text=NEW%20AUDIENCES%2C%20NEW%20READERS%2C%20NEW%20LISTENERS%3A%20KEYS%20TO%20REACH%20AND%20ENGAGE%20YOUR%20COMMUNITY&#038;url=https:\/\/renodo.org\/en\/?p=1916' data-av_icon='\ue932' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir en X'><span class='avia_hidden_link_text'>Compartir en X<\/span><\/a><\/li><li class='av-share-link av-social-link-mail avia_social_iconfont' ><a  aria-label=\"Compartir por correo\" href='mailto:?subject=NEW%20AUDIENCES%2C%20NEW%20READERS%2C%20NEW%20LISTENERS%3A%20KEYS%20TO%20REACH%20AND%20ENGAGE%20YOUR%20COMMUNITY&#038;body=https:\/\/renodo.org\/en\/2024\/06\/17\/new-audiences-new-readers-new-listeners-keys-to-reach-and-engage-your-community\/' data-av_icon='\ue805' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir por correo'><span class='avia_hidden_link_text'>Compartir por correo<\/span><\/a><\/li><\/ul><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1899,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[3,4,21],"tags":[],"class_list":["post-1916","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-home","category-ideas","category-ideasen","post_format-post-format-video"],"_links":{"self":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/1916","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/comments?post=1916"}],"version-history":[{"count":2,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/1916\/revisions"}],"predecessor-version":[{"id":1918,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/1916\/revisions\/1918"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/media\/1899"}],"wp:attachment":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/media?parent=1916"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/categories?post=1916"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/tags?post=1916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}