Abstract
For more than three decades after public relations expert Danny Newman introduced his Dynamic Subscription Promotion campaign in 1961, the widespread application of subscription drives created a substantial and loyal audience base for hundreds of performing arts organizations.
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Notes
Danny Newman, Subscribe Now! (New York: Theatre Communications Group, 1983), 15–16.
Alan Brown, “Classical Music Consumer Segmentation Study: How Americans Relate to Classical Music and Their Local Orchestras,” Arts Reach 11, no. 3 (2003), 16.
Philip Kotier, Marketing Insights from A to Z (Hoboken, NJ: John Wiley & Sons, 2003), xiii.
David Mamet, Glengarry Glen Ross” (New York: Grove Press, 1982), 31.
Eugene Carr, “E-Marketing Essentials: Marketing Lessons from Obama and Romney,” September 11, 2012, http://patrontechnology.com/newsletter-marketing-lessons-segmentation/.
Andrew Mclntyre and Helen Dunnett, Practical Guide: Move on Up: How Test Drive and TelePrompt Develop Audiences, 2003, http://www.newaudiences2.org.uk/downloads/move_on_up.pdf(accessed2006.
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© 2014 Joanne Scheff Bernstein
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Bernstein, J.S. (2014). Building Audience Frequency and Loyalty. In: Standing Room Only. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-37569-8_16
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DOI: https://doi.org/10.1007/978-1-137-37569-8_16
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