How Can You Successfully Open a Bookstore Cafe?

Are you looking to transform your bookstore cafe into a thriving hub of profitability? Discover nine actionable strategies designed to boost your revenue, from optimizing your event offerings to enhancing customer loyalty programs. Ready to unlock your business's full potential? Explore how a robust financial model, like the one available at FinancialModel.net, can guide your success.

Nine Strategies to Increase Profits of a Bookstore Cafe Business

Establishing a successful bookstore cafe requires careful planning and execution across several key areas. From the initial business plan to ongoing marketing efforts, each step plays a vital role in building a profitable and beloved community hub.

Step to Open #1 Bookstore Cafe: Develop a Comprehensive Business Plan Creating a detailed business plan is the foundational step, outlining the vision, market analysis, operational strategies, and financial projections for the Bookstore Cafe. This plan should include a thorough market analysis identifying the target demographic (eg, local residents, students, remote workers) and assessing local competition, including other coffee shops and independent bookstores within a 5-10 mile radius. Financial projections should include startup costs (estimated at $80,000 - $250,000 for a small to medium-sized cafe), projected revenue streams from book sales (typically 20-30% of total revenue), coffee/food sales (70-80%), and potential event income. A break-even analysis should be conducted, often indicating that a Bookstore Cafe might need 12-24 months to reach profitability, with average profit margins for combined cafe and retail operations ranging from 5-15%.
Step to Open #2 Bookstore Cafe: Secure Funding and Legal Structure Securing adequate funding and establishing the appropriate legal structure are crucial for the Bookstore Cafe's long-term viability. Funding options range from small business loans (SBA loans), crowdfunding, and angel investors; a typical small business loan for a cafe can be between $50,000 and $150,000, requiring a solid business plan and credit history. Choosing a legal structure (eg, LLC, S-Corp) impacts liability, taxation, and administrative burden; an LLC is often preferred for small businesses due to its liability protection and flexible taxation. Ensure compliance with all federal, state, and local regulations, including obtaining an Employer Identification Number (EIN), business licenses, food service permits, and health inspections, which can incur initial fees ranging from a few hundred to several thousand dollars.
Step to Open #3 Bookstore Cafe: Select the Ideal Location Selecting the ideal location is paramount for a Bookstore Cafe's success, directly impacting foot traffic, visibility, and accessibility. A high-traffic area, such as a busy street, a college town, or a vibrant downtown district, is critical; locations near residential areas or public transport hubs can increase daily customer visits by 20-30%. Consider the demographics of the surrounding area, ensuring alignment with the target customer base for both books and coffee; areas with a higher percentage of young professionals or students often correlate with higher coffee consumption. Lease agreements should be carefully reviewed, considering rent costs (which can range from $20-$60 per square foot annually in urban areas), lease terms (typically 3-10 years), and build-out allowances for designing a profitable layout for a bookstore cafe.
Step to Open #4 Bookstore Cafe: Design and Build Out the Space Designing and building out the space effectively is essential for creating the inviting, community-focused atmosphere of a Bookstore Cafe. The layout should optimize retail space utilization, allowing for comfortable seating (eg, 50-70% of the space dedicated to seating and lounge areas), efficient flow between the cafe counter and book sections, and adequate shelving for books. Invest in quality cafe equipment (espresso machines, grinders, refrigerators) and comfortable furniture; new commercial espresso machines can cost $5,000-$25,000, while cafe build-out costs can range from $75-$250 per square foot depending on existing infrastructure. Creating a unique customer experience in a bookstore cafe involves thoughtful interior design, lighting, and acoustics, which can influence customer dwell time by up to 30%, directly impacting average customer spend.
Step to Open #5 Bookstore Cafe: Source Inventory and Suppliers Sourcing high-quality books and cafe supplies from reliable suppliers is vital for maintaining product quality and inventory for a bookstore cafe's bottom line. For books, establish accounts with major distributors (eg, Ingram Content Group, Baker & Taylor) and consider direct relationships with independent publishers or local authors for unique offerings; typical book wholesale discounts range from 40-50%. For coffee, identify local roasters or reputable national suppliers known for quality beans; coffee bean costs typically represent 10-15% of the cost of a finished coffee beverage. Source food items, pastries, and other menu components from trusted local bakeries or suppliers to ensure freshness and support the local economy, which can resonate positively with community-focused customers.
Step to Open #6 Bookstore Cafe: Develop a Diverse Menu and Pricing Strategy Developing a diverse menu and a smart pricing strategy are key to attracting customers and ensuring Bookstore Cafe profit strategies. The ideal menu mix for a profitable bookstore cafe includes a range of coffee options (espresso, pour-over, cold brew), teas, non-coffee beverages, and a curated selection of pastries, light bites, and perhaps local artisanal snacks. Pricing strategies for menu items in a bookstore cafe should consider ingredient costs (often aiming for a 20-30% food cost percentage), labor, overhead, and competitor pricing, while also reflecting perceived value and quality. Bundling books with coffee or offering combo deals can increase average customer spend; for example, a 'Book & Brew' combo could offer a 5-10% discount compared to purchasing items separately, encouraging higher transaction values.
Step to Open #7 Bookstore Cafe: Implement Marketing and Pre-Opening Buzz Implementing strategic marketing and generating pre-opening buzz are crucial for a strong launch and attracting initial customers to the Bookstore Cafe. Leverage social media for a bookstore cafe's success by posting teasers, behind-the-scenes content, and countdowns; a strong social media campaign can generate hundreds of followers before opening. Create a grand opening event with special promotions, discounts, or local author appearances to generate excitement; successful grand openings can attract 2-3 times the average daily customer count. Utilize local press releases, community forums, and partnerships with local influencers or complementary businesses to spread the word, aiming for local media coverage that can reach thousands of potential customers at minimal cost.

What Are Key Factors To Consider Before Starting Bookstore Cafe?

Launching a successful Bookstore Cafe, like 'The Literary Latte,' hinges on understanding its dual nature: a retail book environment and a hospitality service. The core strategy involves crafting a distinctive atmosphere that makes customers want to linger, encouraging repeat visits. This blend is critical for boosting bookstore cafe profit strategies.

The demand for cafe services is robust. Market research from 2023 shows the global coffee shop market was valued at USD 2620 billion. Projections indicate a compound annual growth rate (CAGR) of 4.75% from 2024 to 2030, signaling strong potential for cafe bookstore business growth.

While online book sales are significant, physical bookstores can thrive by offering unique experiences. The American Booksellers Association reported a 5% increase in independent bookstore sales in 2023. This highlights the enduring appeal of community-focused retail spaces and supports effective strategies for increasing sales at a book cafe.

To increase bookstore cafe revenue, consider optimizing inventory for your bottom line and diversifying income streams. Beyond books and beverages, think about merchandise, workshops, or even hosting events. For instance, exploring bookstore cafe events can be a significant driver of income, as detailed in resources like cost of opening a bookstore cafe with events.


Key Considerations for Bookstore Cafe Success

  • Atmosphere: Create a unique, inviting ambiance that encourages customers to stay longer and return.
  • Market Demand: Leverage the strong global coffee market (valued at USD 2620 billion in 2023) and the resilience of physical bookstores (5% sales increase in 2023 for independents).
  • Revenue Diversification: Explore income beyond books and coffee, such as merchandise, workshops, or events.
  • Inventory Management: Optimize stock for both books and cafe items to improve profitability.

How Can A Bookstore Cafe Increase Its Average Customer Spend?

To boost bookstore cafe profit strategies and increase bookstore cafe revenue, focus on enhancing what each customer buys during their visit. This involves a combination of smart menu offerings, appealing product displays, and attractive package deals. By strategically encouraging customers to add items or opt for premium selections, you can significantly improve your bookstore coffee shop profitability.

A key tactic is to optimize your cafe menu. The National Coffee Association reports that 63% of Americans drink coffee daily, with a growing trend towards specialty coffee. This presents a prime opportunity to upsell premium coffee drinks or add-ons. By offering higher-quality beans or unique preparation methods, you can potentially increase average coffee ticket prices by 15-20%, directly boosting your income.


Strategic Merchandising and Bundling

  • Cross-merchandising is highly effective for increasing bookstore cafe revenue. Placing complementary items together, such as a popular new novel next to coffee-related accessories or gourmet snacks, can drive impulse purchases. Retail analytics suggest that well-executed cross-merchandising can boost sales of associated items by as much as 30%.
  • Consider creating appealing product bundles. Offering a 'Book & Brew' combo, for instance, where a customer receives a small discount on a coffee and a book purchased together, can encourage higher transaction values. This strategy is detailed further in articles discussing bookstore cafe events and their role in driving sales.
  • Implementing customer loyalty programs that reward higher spending is another excellent way to encourage customers to spend more per visit. Programs like 'buy 10 coffees, get a free book' or tiered discounts can foster repeat business. Studies show that loyalty program members often spend 15-25% more than non-members.

These methods, from menu enhancements to loyalty incentives, are fundamental to the cafe bookstore business growth and overall bookstore cafe profit strategies. They aim to convert every visitor into a higher-spending patron, thereby increasing bookstore cafe revenue.

What Are The Most Effective Marketing Strategies For A Bookstore Cafe?

To boost bookstore cafe income and achieve bookstore coffee shop profitability, a multi-faceted marketing approach is essential. The most effective strategies for a Bookstore Cafe like 'The Literary Latte' combine digital outreach with tangible community experiences. This means leveraging social media, hosting engaging events, and actively fostering a sense of community.

Social media platforms, particularly Instagram and TikTok, are vital for businesses with a strong visual appeal. These platforms are perfect for showcasing the aesthetic of a bookstore cafe, highlighting new book arrivals alongside appealing coffee creations. Research indicates that businesses with a strong social media presence can see up to a 20% higher customer acquisition rate. For a bookstore cafe, this translates to making the visual content of books and coffee a key part of its digital strategy.


Leveraging Social Media for Bookstore Cafe Success

  • Platform Focus: Prioritize visually driven platforms like Instagram and TikTok.
  • Content Strategy: Share high-quality images and videos of books, coffee, and the cafe's ambiance.
  • Engagement: Run contests, Q&A sessions with baristas or booksellers, and user-generated content campaigns.
  • Targeted Ads: Utilize social media advertising to reach local demographics interested in literature and coffee.

Bookstore event planning is another powerful driver for cafe bookstore business growth. Events such as author signings, book club meetings, poetry readings, and live acoustic music can significantly increase foot traffic. For instance, successful events can boost daily foot traffic by 50-100% on event days, as detailed in our article on bookstore cafe events profitability. These events not only draw in new customers but also encourage repeat visits from existing patrons, directly contributing to increased bookstore cafe revenue.

Fostering strong community engagement through local partnerships is also a cornerstone of effective marketing for a bookstore cafe. Collaborating with local schools, libraries, or other small businesses can expand reach and introduce the cafe to new customer segments. These collaborative promotions can lead to a 10-15% increase in mutual customer bases, effectively cross-pollinating audiences and driving more visitors to the bookstore cafe.

How Do You Optimize A Bookstore Cafe's Inventory For Higher Profits?

Optimizing inventory for a bookstore cafe's bottom line is a strategic process. It involves diligently tracking sales trends for both book and cafe items. The focus should be on identifying and prioritizing high-turnover products. For perishable cafe goods, implementing just-in-time ordering is crucial to minimize waste and maximize profit margins. For instance, a 2023 report highlighted that food waste can represent 4-10% of a cafe's operational costs, underscoring the critical need for precise inventory management.

For the cafe inventory, closely monitoring popular drink and food items directly impacts reduced waste and higher profit margins. Understanding which items customers repeatedly purchase allows for more efficient stocking. This data-driven approach is key to boosting bookstore coffee shop profitability.

Book inventory optimization requires a keen eye for best-selling genres and authors. Utilizing sales data helps in accurately forecasting demand, which is essential for managing returns efficiently. Industry benchmarks indicate that effective book inventory management can lead to an improvement in gross profit margins by 5-10%. This directly contributes to increasing bookstore cafe revenue.


Key Inventory Optimization Practices

  • Data Analysis: Regularly analyze sales data for both books and cafe items to identify best-sellers and slow-movers.
  • Just-In-Time Ordering: Implement this for perishable cafe goods to reduce spoilage and associated costs.
  • Demand Forecasting: Use historical sales data to predict future demand for specific book titles and cafe products.
  • Efficient Returns Management: Establish clear processes for returning unsold books to publishers to free up capital and space.

Conducting regular inventory audits, ideally on a monthly basis, is a vital practice. These audits help in identifying slow-moving stock. This information enables timely promotions or efficient returns to publishers. By freeing up capital and improving retail space utilization, these actions contribute to the overall improved bookstore cafe profitability and support sustainable growth for a bookstore and cafe business.

Why Is Customer Experience Crucial For Bookstore Cafe Profitability?

Customer experience is the bedrock of a thriving Bookstore Cafe, directly fueling customer loyalty, driving organic word-of-mouth marketing, and ultimately, ensuring repeat business and a higher average spend. For 'The Literary Latte,' cultivating memorable experiences is key to boosting bookstore cafe income.

A significant 73% of consumers cite customer experience as a major factor in their purchasing decisions, according to a PwC study. This highlights how crucial it is to convert casual browsers into dedicated patrons within the unique environment of a bookstore cafe.


Impact of Positive Experiences

  • Customers who enjoy a positive experience are 35 times more likely to purchase more from the business.
  • These satisfied customers are also 5 times more likely to recommend the business to others.

Exceptional service coupled with an inviting, unique atmosphere encourages patrons to linger longer and spend more. This increased dwell time, directly influenced by the environment, can lead to greater engagement with both the book selection and the cafe offerings, thereby enhancing bookstore cafe profit strategies.

Positive customer experiences are the engine of customer retention, a far more cost-effective strategy than continually acquiring new customers. In fact, a modest 5% increase in customer retention can lead to profit increases ranging from 25% to 95%. This underscores the immense value of investing in staff training for enhanced customer service in a book cafe, a practice that directly contributes to overall bookstore coffee shop profitability.

Step To Open #1 Bookstore Cafe: Develop A Comprehensive Business Plan

Creating a detailed business plan is the essential first step for any Bookstore Cafe, laying the groundwork for success. This foundational document outlines the entire vision, from market analysis to operational strategies and financial forecasts, ensuring a clear roadmap for your business, like 'The Literary Latte'.

A thorough market analysis is crucial. This involves identifying your primary target demographic, such as local residents, students, or remote workers, and understanding their preferences. Equally important is assessing the local competition. You should analyze other coffee shops and independent bookstores within a 5-10 mile radius to pinpoint opportunities and potential challenges.

Financial projections are a core component of your business plan. These should meticulously detail startup costs, which can range from $80,000 to $250,000 for a small to medium-sized establishment. Projected revenue streams typically split between book sales (around 20-30% of total revenue) and coffee/food sales (approximately 70-80%), with additional income from potential events.

Conducting a break-even analysis is vital for understanding financial viability. For a Bookstore Cafe, reaching profitability often takes between 12-24 months. The average profit margins for combined cafe and retail operations typically fall within the 5-15% range, highlighting the importance of efficient operations and diversified income.


Key Components of a Bookstore Cafe Business Plan

  • Executive Summary: A brief overview of the entire plan.
  • Company Description: Details about 'The Literary Latte,' its mission, and vision.
  • Market Analysis: Target audience, market needs, and competitive landscape.
  • Organization and Management: Structure and team.
  • Service or Product Line: Books, coffee, food, and potential other offerings.
  • Marketing and Sales Strategy: How to attract and retain customers.
  • Funding Request: If seeking investment or loans.
  • Financial Projections: Startup costs, revenue forecasts, break-even analysis.
  • Appendix: Supporting documents.

Step To Open #2 Bookstore Cafe: Secure Funding And Legal Structure

Securing adequate funding and establishing the correct legal framework are absolutely critical for your bookstore cafe's sustained success. These foundational steps directly impact your ability to operate, grow, and protect your personal assets.

When it comes to funding, options are varied. You might explore small business loans, such as those offered by the Small Business Administration (SBA). For a business like a cafe, typical loan amounts can fall between $50,000 and $150,000. To qualify, you'll need a robust business plan and a solid credit history. Crowdfunding platforms and seeking out angel investors are also viable avenues to explore.

Choosing the right legal structure is equally important. Structures like a Limited Liability Company (LLC) or an S-Corporation will influence your liability, taxation, and the overall administrative workload. Many small businesses find an LLC particularly appealing because it offers protection from personal liability while providing flexible tax treatment.


Essential Compliance and Licensing for Your Bookstore Cafe

  • Obtain an Employer Identification Number (EIN): This is a federal tax ID necessary for most businesses.
  • Secure Business Licenses: Requirements vary by state and locality.
  • Obtain Food Service Permits: Essential for any establishment serving food and beverages.
  • Pass Health Inspections: Crucial for ensuring public safety and building customer trust.
  • Understand Associated Costs: Initial fees for these compliance steps can range from a few hundred to several thousand dollars.

Ensuring you comply with all federal, state, and local regulations from the outset is non-negotiable. This includes everything from obtaining the necessary permits to understanding tax obligations. Proper legal and financial structuring upfront will prevent costly issues down the line and pave the way for boosting bookstore cafe income.

Step To Open #3 Bookstore Cafe: Select The Ideal Location

Choosing the right spot for your bookstore cafe, like 'The Literary Latte,' is absolutely critical. It directly affects how many people walk through your door, how easily they can find you, and how convenient it is for them to visit. A prime location can significantly boost bookstore cafe profit strategies.

High-traffic areas are your best bet. Think about busy streets, lively college towns, or bustling downtown districts. Placing your cafe in these spots could see daily customer visits increase by as much as 20-30% compared to less visible locations. This is a key factor in increasing bookstore cafe revenue.

It's also vital to consider who lives or works nearby. Does the demographic match your ideal customer for both books and coffee? Areas populated by young professionals or students, for instance, often show higher coffee consumption rates, which directly impacts bookstore coffee shop profitability.


Key Location Considerations for a Bookstore Cafe

  • Foot Traffic: Prioritize areas with consistent pedestrian flow to maximize walk-in customers.
  • Demographics: Ensure the local population aligns with your target audience for books and coffee.
  • Accessibility: Proximity to public transportation or ample parking enhances customer convenience.
  • Visibility: A location that is easily seen from the street attracts more spontaneous visits.
  • Competition: Analyze nearby businesses to understand the competitive landscape and identify opportunities.

When you're looking at potential spots, pay close attention to the lease agreement. Rent costs can vary widely, often ranging from $20-$60 per square foot annually in urban settings. You'll also want to understand the lease terms, which typically run from 3 to 10 years, and see if there are any build-out allowances that can help you design a layout that maximizes your bookstore cafe's potential for profit.

Step To Open #4 Bookstore Cafe: Design And Build Out The Space

Creating the right atmosphere is key for a successful bookstore cafe like 'The Literary Latte'. This means designing and building your space to be both inviting and functional, encouraging customers to linger and spend more. A well-thought-out layout optimizes how people move through your shop, from browsing books to ordering coffee, directly impacting your bookstore cafe profit strategies.

Optimizing Retail Space Utilization

Effective retail space utilization is crucial for a bookstore cafe. Aim to dedicate a significant portion, around 50-70% of your total space, to comfortable seating and lounge areas. This encourages customers to stay longer, increasing opportunities for sales. The flow between your cafe counter and book sections should be seamless, preventing bottlenecks and ensuring easy access to both offerings. Adequate shelving is also vital, providing ample space to showcase your book inventory effectively, which is a core part of boosting bookstore cafe income.

Investing in Quality Cafe Equipment and Furniture

The quality of your cafe equipment and furniture directly influences the customer experience and operational efficiency. Investing in top-tier espresso machines and grinders can elevate your coffee offerings, a key component of cafe bookstore business growth. For instance, new commercial espresso machines can range from $5,000 to $25,000. Similarly, comfortable seating encourages longer stays. The overall cafe build-out costs can vary significantly, typically ranging from $75 to $250 per square foot, depending on the existing infrastructure and the extent of renovations needed.


Creating a Unique Customer Experience

  • Thoughtful interior design can significantly impact customer behavior.
  • Strategic lighting choices can enhance the ambiance and encourage dwell time.
  • Acoustic treatments help create a more pleasant and less distracting environment.
  • These elements combined can increase customer dwell time by up to 30%, directly influencing average customer spend and improving bookstore coffee shop profitability.

Step To Open #5 Bookstore Cafe: Source Inventory And Suppliers

Securing the right books and cafe supplies from dependable vendors is absolutely critical for managing product quality and ensuring your bookstore cafe's inventory directly supports its profitability. Getting this step right sets the foundation for sustained bookstore coffee shop profitability.

Book Sourcing Strategies

To effectively source books, you'll want to establish accounts with major book distributors. Companies like Ingram Content Group and Baker & Taylor are industry standards. Don't overlook the value of building direct relationships with independent publishers or local authors. This can help you offer unique titles that differentiate 'The Literary Latte' from competitors and boost bookstore cafe revenue.


Book Wholesale Discounts

  • Typical book wholesale discounts range from 40-50%. This means for every $10 book, you might pay between $5 and $6, directly impacting your profit margins.

Cafe Supply Procurement

When it comes to coffee, identifying local roasters or reputable national suppliers known for high-quality beans is paramount. The quality of your coffee directly influences customer satisfaction and repeat business, key factors for cafe bookstore business growth. For food items, pastries, and other menu components, partner with trusted local bakeries or suppliers. This ensures freshness, supports the local economy, and can foster a positive community connection with your customers.


Coffee Cost Breakdown

  • Coffee bean costs typically represent 10-15% of the cost of a finished coffee beverage. Understanding this helps in pricing your drinks to ensure cafe bookstore profitability.

Supplier Relationship Management

Maintaining strong relationships with your suppliers is an ongoing process. Regular communication helps ensure consistent quality and can sometimes lead to better pricing or early access to new releases. For 'The Literary Latte,' this means reliable stock of both sought-after novels and the fresh ingredients for your gourmet coffee, directly contributing to increasing bookstore cafe revenue.

Step To Open #6 Bookstore Cafe: Develop A Diverse Menu And Pricing Strategy

To boost bookstore cafe income, focus on creating a varied menu and a well-thought-out pricing strategy. This approach is fundamental for attracting a broad customer base and ensuring bookstore cafe profit strategies are effective.

An optimal menu for a profitable bookstore cafe should include a good selection of beverages. Think espresso-based drinks, filter coffees like pour-overs, and refreshing cold brews. Don't forget a variety of teas and appealing non-coffee options. Complement these drinks with a curated assortment of pastries, light snacks, and potentially some local artisanal treats to enhance cafe bookstore business growth.

When setting prices for your menu items, consider several key factors. Aim for a food cost percentage typically between 20-30%. You'll also need to factor in labor expenses, overhead costs, and what your competitors are charging. Importantly, your pricing should also reflect the quality and perceived value of what you offer. This helps in increasing bookstore cafe revenue.


Enhancing Customer Spend with Bundles

  • Bundling books with coffee or offering combo deals can significantly increase the average customer spend.
  • For instance, a 'Book & Brew' special could offer a 5-10% discount compared to buying the book and coffee separately.
  • This encourages customers to purchase more, directly boosting your bookstore coffee shop profitability.

Optimizing your cafe menu is crucial for increasing bookstore cafe revenue. By offering a balanced mix of popular and unique items, you cater to diverse tastes and encourage repeat business. A well-priced, appealing menu directly contributes to higher bookstore cafe profit margins.

Step To Open #7 Bookstore Cafe: Implement Marketing And Pre-Opening Buzz

Generating excitement before your doors even open is key to a successful bookstore cafe launch. This initial buzz helps attract your first wave of customers and sets a positive tone for your business. Think of it as building anticipation for the grand reveal of 'The Literary Latte'.

Leveraging Social Media for Pre-Opening Buzz

Social media is your most powerful tool for creating pre-opening buzz. Regularly posting teasers about your space, sneak peeks of your book selection, and behind-the-scenes glimpses of the cafe setup can build a dedicated following. Implementing a countdown to your opening day can further amplify excitement. A strong social media campaign can easily generate hundreds of followers before you even serve your first coffee, creating an engaged audience ready to visit.

Crafting an Unforgettable Grand Opening

Your grand opening event is a prime opportunity to make a memorable first impression. Plan special promotions, offer exclusive discounts, or invite a local author for a signing. These events draw in crowds and can significantly boost initial sales. Successful grand openings have been known to attract 2-3 times the average daily customer count, providing a substantial initial influx of revenue and visibility.


Spreading the Word: Local Outreach Strategies

  • Local Press Releases: Send out press releases to local newspapers, radio stations, and community blogs. Aim for coverage that can reach thousands of potential customers at minimal cost.
  • Community Forums: Engage in local online forums and community groups to introduce 'The Literary Latte' and its unique offerings.
  • Partnerships: Collaborate with local influencers, book clubs, or complementary businesses, such as art galleries or independent boutiques, to cross-promote your opening and reach new audiences.