Audience & Digital Development

We talk to audiences every day

The Audience & Digital Development team champions our authors and sells books by speaking directly to the most valuable audiences in the UK. We’re the audience experts for Penguin Random House, and are always challenging ourselves to think differently and explore new ways of reaching all kinds of readers.

Our priority is our audiences, and we’re passionate about matching the right books with the right people through our brand channels like Puffin, Dead Good, The Happy Foodie and Penguin - which offers bespoke book recommendations on request via #AskPenguin.

As the audience experts, not only do we support authors’ books, but we also create digital products, channels, experiences and events that offer new ways for our authors to communicate with their audiences.  We’re also commercially minded; our regular ebook offers are just one of the many ways we help to drive sales for our business. We’re always looking to create partnerships with brands who love books and authors, and who want to do extraordinary work.

Case Studies



Travel By Book

We create imaginative, commercially successful campaigns to reach audiences of all kinds. Our #ByBook summer 2016 campaign positioned reading as the ultimate way to travel, and drove sales and awareness of 22 key titles across our three brand channels. Activity included a #ByBook quiz to help readers find their ideal summer book, entertaining videos targeted at different audiences, a nationwide partnership with a holiday company and an attention-grabbing Waterstones stunt. We even extended our #AskPenguin book recommendation feature to include #AskLadybird and #AskPuffin.




We bring books and stories to little ones

We love to connect young readers with our authors and books. #StartAStory is a summer campaign from Puffin to get a book into the hands of children aged 0-12 and encourage their imaginations to take flight. There is nothing more powerful or magical than the mind of a child and a key part of the campaign is a vibrant video where we bring stories from children to life through animation. It’s guaranteed to make you smile! We’re helping parents and children find the best reads this summer through engaging content on and fortnightly email newsletters. We’ll be working with influencers and running advertising to reach parents. We’re proud to be showcasing 22 brilliant books from our many brilliant children’s authors, from Tom Fletcher to Jacqueline Wilson.

Why not help your little ones #StartAStory by visiting the Puffin website here.






We have something for everyone

We celebrate readers of all varieties at Penguin Random House. The diversity of our authors and the volume of books we publish allow us to offer something unique for audiences with niche interests. Here are some of the ways we pay special attention to our audiences:

The Happy Foodie is all about bringing inspiring recipes from our renowned cooks and chefs to anyone who loves to cook, bake or salivate over delicious dishes. This thriving community can sample over 2,000 recipes on our website, get weekly cooking inspiration direct to their inbox every Friday with our curated newsletter or engage with our helpful and knowledgeable team on social media. In 2016 we sent out over 2.5m email newsletters and attracted close to 2m visitors to our website. The Happy Foodie’s mission is to connect audiences with the very best inspiration from cooks and chefs like Nigella Lawson, Jamie Oliver, Mary Berry, Madhur Jaffrey and Yottam Ottolenghi. We serve every taste. Visit us here.

Dead Good is our community for audiences who find a great crime story irresistible. Covering books, film and TV, this is a one-stop shop for those who love heart-racing, edge-of-their-seat entertainment. We help our authors talk directly to our crime audience through, our hub where we publish articles, interviews, reading lists, exclusive extracts and competitions. We also drive substantial sales of crime eBooks through our weekly Dead Good Deals newsletter, where we offer discounted titles exclusively to our audience. We’ll often get our authors into the charts from our weekly deals and stimulate conversations about books, both new and old. Every year we run the Dead Good Reader Awards, which attracts tens of thousands of votes from crime lovers in the UK for their favourite authors, books and characters.  






We push the boundaries of storytelling

Stories can be told in many different ways and we work hard to find new and valuable ways to talk to audiences. Whether it’s an app, a digital experience or video content, we’re trying to reach audiences where they are.

A recent successful app launch is Peppa Pig Around the World. This is the latest in a series of interactive story apps created for the Peppa Pig brand. The app sees Peppa and her family embark on an incredible, globe-trotting adventure all around the world. Based on both the Ladybird picture book and the original episode Around the World with Peppa from the show’s creators EOne and ABD, this colourful, interactive adventure is packed with bright, busy scenes and fun activities for little fingers. In its first month the app reached #1 on the Paid Book Charts on the Apple App Store. Learn more about our range of apps and digital products here.

Another innovative way we are bringing stories to new audiences is through video. With Penguin Vision we created a series of beautifully animated videos for the Instagram generation. We partnered a selection of our authors with up and coming animators from around the UK to bring an audio extract from their book to life through visuals. We introduced 18-24 year olds to everything from Graham Greene’s Brighton Rock to Jonathan Safran Foer’s Here I Am. View one of the videos here.