Audiences for unfamiliar work...

Arts Professional: Essential Audiences 3 July 2006 Trainspotters and Trendsetters Heather Maitland considers the nature of audiences for unfamiliar work by unfamiliar artists I can’t think of many arts organisations that don’t want to stretch their audiences and their staff by programming outside...

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...

Copywriting – risky work...

Journal of Arts Marketing Issue 03 – October 2001 Raspberry & Peaches How do you signal to the readers of your season brochure that this event is seriously weird? You want to encourage them to take risks but you’d rather not have half the audience stomping out in a huff. Peaches and cream...

Copywriting – general examples...

Journal of Arts Marketing Issue 02 – July 2001 Raspberry & Peaches Why do we seem to find it so difficult to persuade people to experience the arts? Could it be that we are not talking to people in the right way? Almost all audience members need straightforward answers to three straightforward...