Building Audience Frequency and Loyalty

  • Joanne Scheff Bernstein

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

  1. 1.
    Danny Newman, Subscribe Now! (New York: Theatre Communications Group, 1983), 15–16.Google Scholar
  2. 2.
    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
  3. 5.
    Philip Kotier, Marketing Insights from A to Z (Hoboken, NJ: John Wiley & Sons, 2003), xiii.Google Scholar
  4. 6.
    David Mamet, Glengarry Glen Ross” (New York: Grove Press, 1982), 31.Google Scholar
  5. 18.
    Eugene Carr, “E-Marketing Essentials: Marketing Lessons from Obama and Romney,” September 11, 2012, http://patrontechnology.com/newsletter-marketing-lessons-segmentation/.Google Scholar
  6. 19.
    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.Google Scholar

Copyright information

© Joanne Scheff Bernstein 2014

Authors and Affiliations

  • Joanne Scheff Bernstein

There are no affiliations available

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