Selling contemporary work

Is it time for Plan B?

Heather Maitland
published by the Arts Marketing Association 2000
Is it time to acknowledge that the accepted notions about marketing new work simply don’t get results? Time to throw them out and think of something that does?
We’ve been trying to develop audiences for new work for years now but numbers still don’t meet expectations. And marketers still feel under unbearable pressure to achieve the impossible. So what are we doing wrong?
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