ERIC Number: ED283754
Record Type: RIE
Publication Date: 1981-Jan
Reference Count: 0
Audience Development: An Examination of Selected Analysis and Prediction Techniques Applied to Symphony and Theatre Attendance in Four Southern Cities. Report #14.
National Endowment for the Arts, Washington, DC. Research Div.
Several specific objectives have had wide recognition in the arts community, namely: to broaden the audience for the performing arts, to determine the applicability of sophisticated tools of marketing to the problem of generating demand for the arts, to find the best predictors of arts attendance, and to develop strategies that will appeal to those who, by these predictors, are potential attenders. This research report summarizes a study conducted in 1977 by Alan R. Andreasen and Russell W. Belk. The investigators collected new audience data in a carefully controlled group of surveys in four southern cities (Atlanta, Baton Rouge, Columbia, and Memphis), and applied to these data a number of sophisticated measuring and marketing techniques to discover efficient and effective methods for inducing marginal attenders of the performing arts to become frequent patrons. Although no hitherto untried means to this end were uncovered, this publication makes advanced techniques more comprehensible and accessible to arts administrators. In addition, by analyzing characteristics that move or do not move people to attend performing arts events, and from that analysis deriving strategies capable of altering factors that lead to nonattendance, enough practical conclusions were reached to recommend an extended program of experimentation in the four cities studied. (BZ)
Descriptors: Audience Analysis, Audiences, Cultural Activities, Demography, Higher Education, Leisure Time, Life Style, Marketing, Music Activities, Orchestras, Social Science Research, Socioeconomic Influences, Theater Arts, Theaters
Publishing Center for Cultural Resources, 625 Broadway, New York City, NY 10012 ($2.50).
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: National Endowment for the Arts, Washington, DC. Research Div.