This completely new edition of Waiting in the Wings builds on the proven successful long-range audience development program created by consultants Morison and Dalgleish. Since the first edition was published, the unique Strategy to Encourage Lifelong Learning (SELL) has been tested by the authors and by arts organizations nationwide. The authors have refined their methods and provide numerous new case studies to illustrate how the system works. You'll learn how to educate your audience, combine subscription and marketing techniques, and create a truly contemporary marketing strategy. As demographics change and competition for audiences increases, arts groups need to find innovative ways to reach untapped markets and encourage long-term commitment. Waiting in the Wings provides arts groups with a creative and cost-effective plan to increase ticket and subscription sales and improve audience commitment.

CONTENTS
Act One: The past.

  1. Revolution unrealized.
  2. The Politicization of the arts.
  3. The business of being businesslike.
  4. A brave knight fighting the battle.

Act Two: The present.

  5. The system as it stands.
  6. Resting on a plateau.
  7. The reluctant maybes.
  8. Have the beachcombers wandered too far from the sea?

Act Three: The future.

  9. Sell now! Subscribe later!
10. Opening the door at the point-of-entry.
11. Longing for insight and knowledge.
12. Ways to discover.
13. Helping the maybes to be yeses.
14. Toward a new patience and an old passion.

Epilogue.
Appendix.
Reach and frequency: how to calculate and use them.
Measuring audience development effectiveness.
Notes.
Bibliography.

This completely new edition of Waiting in the Wings builds on the proven successful long-range audience development program created by consultants Morison and Dalgleish. Since the first edition was published, the unique Strategy to Encourage Lifelong Learning (SELL) has been tested by the authors and by arts organizations nationwide. The authors have refined their methods and provide numerous new case studies to illustrate how the system works. You'll learn how to educate your audience, combine subscription and marketing techniques, and create a truly contemporary marketing strategy. As demographics change and competition for audiences increases, arts groups need to find innovative ways to reach untapped markets and encourage long-term commitment. Waiting in the Wings provides arts groups with a creative and cost-effective plan to increase ticket and subscription sales and improve audience commitment.