ABSTRACT
The best publications are those that are most relevant to the people they aim to serve. In this chapter, the focus is on audience, on learning as much as possible about the information needs, sensitivities, interests and objectives of a desired audience, and on planning and building spaces for specific audiences. Deep knowledge of our audience should inform how we build out our Web sites and fill them with content. To guide site planning, we also discuss how to develop an audience-specific style guide, adherence to which ensures a site of consistency and, for our audiences, familiarity.
