Building Products Around Audience Behavior, Not Gut Instinct

Introduction: The Danger of “We Already Know”

Publishers often think they know their audiences. After all, they’ve been serving readers for decades. But assumptions are risky. When product strategy relies more on gut instinct than on actual audience behavior, opportunities get missed—and investments fall flat.

The London Review of Books (LRB) proves the opposite approach works. By investing in research and modeling, they discovered unexpected truths about their audience and built products designed around real behavior—not guesses.

Case Study: LRB’s Research-Led Insights

In a recent InPublishing article, Renée Doegar, Publisher of LRB, shared how their audience research turned a common assumption on its head. Conventional wisdom says younger audiences are the ones flocking to digital. But LRB’s data told a different story:

• Older readers—those with aging eyes—were embracing digital formats for one simple reason: larger fonts and better readability.

• Younger audiences still valued the print product, but tote bags and other branded merchandise became their way of signaling affiliation with the LRB brand.

This insight changed everything. Instead of building digital primarily for Millennials and Gen Z, LRB invested in accessibility-driven digital experiences for older readers, while continuing to cultivate brand loyalty with lifestyle products that resonated with younger fans.

Subscription Modeling: Products That Convert and Stick

LRB didn’t just stop at interviews and surveys. They built subscription models that tested which bundles converted best—and, more importantly, which ones stuck.

Examples included:

• Pairing print + digital bundles to capture both preference sets.

• Offering add-ons like exclusive newsletters tailored to reading habits.

• Using research insights to refine promotional strategies for different demographics.

The result? Products that fit the audience, rather than forcing the audience into preconceived products.

Why Audience Research Is Worth the Investment

Many publishers hesitate to invest in research. They rely on intuition or legacy practices instead. But as LRB shows, research is the foundation of smarter digital transformation.

The payoff is twofold:

1. Better product-market fit. When products are informed by data, they convert and retain more effectively.

2. Smarter tech adoption. By knowing what the audience actually needs, publishers avoid transferring old thinking into new systems.

Skipping this step often leads to expensive technology rollouts that fail to move the needle because they weren’t designed with real audience behaviors in mind.

Beyond Subscriptions: The Power of Brand Affiliation

Another lesson from LRB is the power of brand as lifestyle. While digital growth came from older readers, LRB tote bags became a global status symbol. Owning one is less about function and more about cultural signaling—what some might call “virtue signaling.”

This opens a broader conversation about turning magazines into aspirational brands. It’s not just about selling content—it’s about selling identity. And that creates an entirely new revenue stream for publishers willing to think beyond traditional subscriptions.

Conclusion: Stop Guessing, Start Listening

Publishers everywhere—from London to New York to Sydney—face the same pressure: evolve or risk decline. The difference lies in how they evolve.

• Those who build products on assumptions double down on gut instinct and risk expensive missteps.

• Those who invest in audience research and model their products around behavior unlock insights they never expected—and revenue they can count on.

As LRB’s story shows, the smartest move a publisher can make is simple: make the investment in knowing your audience before building for them.

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