The power of an engaged audience

AP News reports on the impact that an appearance on ‘The Rachel Maddow Show‘ has on book sales.

The Rachel Maddow Show reaches million of viewers on MSNBC, has over 10 million followers on Twitter and nearly 3 million on Facebook.

In short, it has a big audience.

But what is important for book publishers is that the audience is a book-buying engaged audience.

Other shows may have a larger audience but appearing on them may not generate the same number of book sales.

“There isn’t any show on television that sells more books than Maddow,” says Keith Urbahn of the Javelin literacy agency, where clients include former FBI Director James Comey and former Hillary Clinton aide Jennifer Palmieri. “She has the most engaged, book buying audience bar none. Every time one of our authors has been on, she has shot the book to number one.”

A similar point can be made for Oprah’s or Reese Witherspoon’s book clubs.

They are influential destinations with highly engaged audiences.

The size of the audience is obviously important but it shouldn’t be the most important metric.

There are other shows and influencers that have bigger audiences but that wouldn’t deliver the same results.

Having an author interviewed about her latest book during half time of any major sport is very unlikely to deliver the sales boost that Rachel Maddow delivers.

The audience might be large but unlikely to engage with the topic being discussed.

Similarly, if you sell camping equipment, The Rachel Maddow show is unlikely to help you reach an engaged audience.

The ‘great outdoors’ program showing at 2pm on a Saturday on a secondary digital TV channel on the other hand….

In short, find where your engaged audience is likely to congregate and then put yourself in front of them there.

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