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What Is 'Audience Aggregation'?

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.

This benefits the audience by providing something worthy of their attention.

It benefits the advertiser because it gives him attention, which leads to sales.

Josh Kaufman Explains 'Audience Aggregation'

Audience Aggregation revolves around collecting the attention of a group of people with similar characteristics, then selling access to that audience to a third party.

Since attention is limited and valuable, gathering a group of people with a certain demographic is quite valuable to businesses or groups that are interested in getting the attention of those people.

In order to provide value via Audience Aggregation, you must:

1. Identify a group of people with common characteristics or interests.
2. Create and maintain some way of consistently attracting that group’s attention.
3. Find third parties who are interested in buying the attention of that audience.
4. Sell access to that audience without alienating the audience itself.

Audience Aggregation benefits the audience because it provides something worthy of their attention. Magazines and advertising-supported Web sites are great examples: readers benefit from the information and entertainment these sources provide in exchange for being exposed to some level of advertising. If the advertising becomes obnoxious, they’ll leave, but most people are willing to be exposed to a certain amount of advertising if the content is good.

Audience Aggregation benefits the advertiser because it gets attention, which leads to sales. Think of a conference or trade show: buying a booth in the center of a building full of people interested in what you have to offer can be a smart decision.

Done well, advertising attracts attention, attention brings prospects, and prospects lead to sales. As long as the sales bring in more money than the cost of the advertising plus the business’s Overhead, the advertising can be a valuable tool to bring in new customers, which means the advertiser can continue to support the aggregator by purchasing more advertising.

Questions About 'Audience Aggregation'

• 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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"So long as there's a jingle in your head, television isn't free."

Jason Love, marketing executive

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https://personalmba.com/audience-aggregation/

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