Robert Khoo: Know Your Audience

Part of my job is talking to people that have no idea who or what Penny Arcade is. A pretty accurate description of the strip is "a political cartoon about the game industry," but honestly - the people that I deal with really don't give a shit about what our content is (it's rare to find an agency that truly understands a niche audience). What they're interested in is: who does give a shit about our content. They care about the readers. They care about what makes them tick, and, as mercenary as it sounds, they care about the products they buy and how they can leverage that information to sell their own.

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