“Form of Value #8: Audience Aggregation”

This is a preview of a concept contained in The Personal MBA by Josh Kaufman, a book that will help you master the fundamentals of business, hone your business instincts, and save a fortune in tuition. The Personal MBA distills the most powerful principles of business and delivers them quickly and concisely. Order your copy now…

What is “Audience Aggregation”? (Form of Value #8 of 12)

“So long as there’s a jingle in your head, television isn’t free.” — Jason Love, marketing executive

Key Points:

• Audience aggregation focuses on capturing the attention of a group of a people with similar characteristics, and then selling access to that audience to a third party.
• The keys to provide value are:
  
  
  
  • Identify a group of people with similar characteristics or interests.
  • Consistently attract that group’s attention.
  • Find third parties interested in buying access to that audience.
  • Sell access to that audience without alienating it.
• This benefits the audience by providing something worthy of their attention.
• It benefits the advertiser because it gives him attention, which leads to sales.

Questions for Consideration:

• Does delivering value via audience aggregation make sense for your business idea?
• If so, what do you need to plan for to make it successful?

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