Elitism and marketing. One would be hard pressed to find two more maligned words in artistic circles. Both words have pejorative connotations. Elitism connotes images of affluent wasps who restrict access, reserving the best for themselves. Marketing connotes crass commercialism where activities only have value in terms of their financial rewards. Yet there is a place for elite quality in public arts organizations, and marketing, used judiciously, can strengthen the positions of those organizations in their communities.

In Columbus, Ohio, several arts organizations incorporate marketing techniques into their management strategies. They market to broaden their public appeal while maintaining elite standards of quality. In order to broaden that appeal these organizations often find it necessary to counter elitist perceptions of their organizations in the public's eye. They may maintain elite standards, but find it necessary to disassociate themselves from the word elitist.

Interviews with the marketing directors of four arts organizations in Columbus revealed similar objectives for each. Each organization supports art forms developing from traditional Western European culture and thus may be associated with elitism. The marketing mix for each organization reflects their attempts to diminish a public perception of restricted access and elitism. They do not pander and give the public what thet want; rather, they use marketing to link their purpose to the potential uses of the public. For these organizations preserving Western European traditions, marketing has become the mediator between populism and elitism.

In order to understand these issues more fully we will first examine perceptions of elitism and marketing. (p.1)

CONTENTS
Elitism and access: new strategies for arts institutions in a market economy.
Roots of elitist connotations.
Elitism and the NEA.
Within the arts community.
A place for the elite.
Marketing.
Four organizations in Columbus, Ohio.
Promotional literature.
Opera/Columbus.
The Columbus Symphony Orchestra.
Programming.
The Columbus Museum of Art.
Opera/Columbus.
The Columbus Symphony Orchestra.
BalletMet.
Packaging.
Symbiotic relationships.
Conclusion.