Building Audience Frequency and Loyalty

  • Joanne Scheff Bernstein


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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    Danny Newman, Subscribe Now! (New York: Theatre Communications Group, 1983), 15–16.Google Scholar
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    Alan Brown, “Classical Music Consumer Segmentation Study: How Americans Relate to Classical Music and Their Local Orchestras,” Arts Reach 11, no. 3 (2003), 16.Google Scholar
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    Eugene Carr, “E-Marketing Essentials: Marketing Lessons from Obama and Romney,” September 11, 2012, Scholar
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    Andrew Mclntyre and Helen Dunnett, Practical Guide: Move on Up: How Test Drive and TelePrompt Develop Audiences, 2003, Scholar

Copyright information

© Joanne Scheff Bernstein 2014

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  • Joanne Scheff Bernstein

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