Are you developing an audience? Or more telling: Is your audience developing you?
CM is changing its name to “Audience Development.”
I know what they mean with their “yikes!-we-really-need-to-catch-up” new title. And I’m sure they mean well. But CM, now AD, may still be working through the existential seven stages of circulation management when it comes to what has fundamentally changed in marketing. And who is actually driving that change.
After all, it’s already year 24 AD. And the best circulation managers have long since become an audience of readers as well as readers of audiences. Just call it “professional development.”
