Proprietary Audience Development is now a core marketing responsibility. Find out why.

AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers documents the missing piece in today’s Content Marketing revolution—proprietary audience development. Audiences are assets—valuable business assets—and it’s high time we treated them as such. AUDIENCE is a book that every CEO, CMO, marketer, and entrepreneur should read if they want to beat the competition in the face of rising advertising costs.

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"Content Marketing and Proprietary Audience Development are different sides of the same coin."

Jeffrey K. Rohrs (@jkrohrs)

"[T]he audience is not brought to you or given to you; it’s something that you fight for. You can forget that, especially if you’ve had some success."

Bruce Springsteen (@Springsteen)

"[T]he difference between a theatre with and without an audience is enormous. There is a palpable, critical energy created by the presence of an audience."

Andy Goldsworthy

"Getting an audience is HARD. Sustaining an audience is HARD. It demands a consistency of thought, of purpose, and of action over a long period of time."

Bruce Springsteen (@Springsteen)

"Audiences are assets—valuable business assets."

Jeffrey K. Rohrs (@jkrohrs)

"Audience is the bedrock upon which every business is built."

Jeffrey K. Rohrs (@jkrohrs)

"Paid, owned, and earned media can and should work together to produce more revenue at a lower cost whenever possible."

Scott Dorsey (@scottdorsey)

"If you aren’t building, engaging, and activating proprietary audiences of your own, you’re falling behind."

Jeffrey K. Rohrs (@jkrohrs)

How can Audience help you?

Check out this video to hear how you can find new customers and develop more profitable relationships.

Reviews from the Audience

A highly practical book, AUDIENCE details the why-to and how-to of building your own brand's 'proprietary audience' of potential customers, supporters, fans, and advocates. Jeff Rohrs has written a succinct, to the point, and extremely useful book that should be on every marketer's desk today.

Don Peppers and Martha Rogers, PhD, coauthors of Extreme Trust: Honesty as a competitive Advantage

During a time of unprecedented change, volatility, and innovation, marketers would do well to rethink their obsession with quantity (eyeballs, impressions, likes) and, instead, focus on quality (human beings, employees, customers). AUDIENCE reminds, challenges, and inspires us to prioritize, connect, and truly engage.

Joseph Jaffe, author of Flip the Funnel and Z.E.R.O.

This is the book I've been waiting for because it ignites a conversation that businesses desperately need to have. To be a 'publisher' in our social and digital world means that your audience matters more than ever–and is the key to your success. An audience for your content is your biggest marketing asset, and Jeff's book shows you not just why, but how to serve, honor, and delight the people in your audience–first, and relentlessly.

Ann Handley, Chief Content Officer, MarketingProfs; coauthor of Content Rules

Without attention and connection, you've got a big pile of nothing–especially in social media and digital marketing. This book provides a unique and thorough analysis of the real motivations of the most important people to your company: your audience. Read it.

Jay Baer, New York Times best-selling author of Youtility: Why Smart Marketing Is About Help not Hype

So many brands out there create content without clear business goal. Jeff Rohrs has the answer: build loyal subscribers. This book will transform your content marketing strategy. Buy it, use it, and pass it on to your CMO.

Joe Pulizzi, founder, Content Marketing Institute; author of Epic Content Marketing

About the Author

Jeff is a recovering attorney, bacon-lover, and Diet Coke addict who heads up ExactTarget’s Marketing Insights Team—a rag-tag bunch of awesome folks specializing in content marketing, social media, and thought-leadership. For the past four years, he has produced the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series—the world’s first and longest-running examination of the changing nature of consumer relationships with brands through email, mobile, and social channels. His first book, AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers, establishes audiences as critical business assets and challenges marketers to embrace a new, permanent responsibility: Proprietary Audience Development. When not pondering marketing’s complexities, Jeff can be found on the North Coast of Ohio bemoaning the state of his beloved Cleveland Browns.

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