Explore different models and ideas to engage and grow the audience of readers at your library.  You will consider how to segment audience  groups with diverse needs and preferences and how to target in order to reach a wide range of people. Starting from the reader will bring a new energy to your promotions and the coursework tasks will enable you to experience this powerful dynamic and showcase it to others.

The course is structured in three units, each with a practical task at the end. Unit 1 explores the psychology of reading and how to tap into reading motivations to expand your audience. In Unit 2 you will learn about different ways of targeting audience groups to bring strength and diversity to your programmes. Unit 3 looks at how the library can play a role in making reading a sociable activity as well as an individual one and how to use this to build your audience.

This course assumes some knowledge and experience of a reader-centred approach. If you are new to reader-centred work, we suggest you start with Putting readers first - it's a fast introduction to what you need to know as a basis for advanced work on audience development.

On our courses for Library Managers, you will develop a personal relationship with your mentor who will support and stretch your learning every step of the way. Your mentor will help you adapt the course content to your own workplace and shape your coursework so it is relevant to your individual professional situation.