There are four types of audiences.. and it matters for businesses:

Pull Audiences – where you have a direct audience connection, but it is controlled by your audience. Blog, Podcast, Books.

Push Audiences – where you have a direct audience connection that is controlled by you. Email / Newsletters, SMS, Mail. Magazines.

Borrowed Audiences – where you use another platform/audience owner to reach a new audience either in cooperation with that platform (Guest Post,Podcast Guest, Joint Promotion, ….) or riding on the platform (commenting on blog posts, community participation) which has to be done carefully to avoid “audience spamming”.

Sharecropper Audiences – where you have an indirect audience connection via a service. Often your visibility is controlled by that service – Facebook, Twitter, other social media.