Focus on the customer to grow audiences, Shurin urges

Focus on the customer to grow audiences, Shurin urges

Jared Shurin, author, editor and head of strategy at M&C Saatchi World Services, has urged publishers and booksellers to focus on customer insight to grow and retain their audiences. 

Speaking at The Bookseller's FutureBook conference, Shurin asked delegates to evaluate how well they know their audience, and whether they could be dismissing potential readers based on historic assumptions.

"We've faced, and we're still facing, huge changes in the way that publishing works," he said. "Many of these changes aren't new, but recent events have brought them to a head. What's the one constant? T...

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