You know why a person chose your brand. Now learn how you can leverage that information to better improve audience development and market your products or services more effectively. Adweek’s Audience Development category provides insight from brand leaders and industry professionals on successful audience development strategies and how they are utilized to build deep, long-lasting relationships with consumer segments. With a focus on gaining more customers and increasing customer loyalty, Audience Development showcases the stories that industry professionals will want to know and learn from.

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Every Penny Counts: How Your Marketing Efforts Can Avoid Ad Fatigue

When an audience becomes apathetic to the brand and message, it can make even the best campaigns fall flat.

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The Rush to Measure Attention Calls for a Collaborative and Coordinated Approach

An overview of the challenges in the evolving attention economy.

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The Daily Beast’s Obsessed Nets 7-Figure First-Year Revenue

The publisher has yet to paywall the new entertainment vertical.

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Japa to Prime Video: A Masterclass Campaign in Driving Local Relevance

The campaign introduced the streaming service to the Nigerian community as part of EMEA expansion efforts.

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It’s Time to Dispel the Multicultural Media Scale Myth

Many media teams are known to inaccurately label minority-owned properties as 'small' or subscale.

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More Than Family and Soccer: Why HHM Campaigns Can Feel Hollow

Generational marketing is key to communicating with the Latinx consumer.

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Blavity, Revolt and Black Enterprise on Why More Dollars Need to go to Black-Owned Media

Blavity, Revolt and Black Enterprise presented its work at IAB NewFronts this year.

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Once the Ugly Duckling of Digital, Gaming Is the New Star

The key to targeting gamers is to stop calling them gamers.

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Publishers Can Do Good by Doing Well: Collect Emails as You Drop Paywalls

We are in the midst of a national crisis, and once again, as crisis hits, the American public and its advertisers remember the service that true journalism plays in our [...]

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Identifying and Engaging Your Most Valuable Audience Segments

Your audience is made up of a series of segments of audiences, all in a different place in their journey with your brand. From one-time visitors to the most loyal [...]

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How to Sell $38K of Subscriptions in 10 Days

If you run a paid circulation magazine, you know that selling subscriptions online can be a challenge. However, I’d like to share an example of one publication that recently sold [...]

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What Is RPS & How Can It Drive Digital Growth for Publishers?

If you strip everything down to the core, a publisher’s business model is the acquisition and monetization of audience at price differentials. If the average cost of acquiring a reader [...]