Joseph Golden, managing director, Civic Center of Onondaga County, discusses sponsors and presentors: community groups.

CONTENTS
Seats vs. souls; or Who's trying to sensitize my psyche?
A marketing goal: attainable professional excellence.
A second marketing goal: pride.
A third marketing goal: discovery.
Final example of an indirect marketing approach: sharing with laymen the mysteries of theatrical skills.

Rena Shagan, president, Rena Shagan Associates, Inc., discusses touring.

CONTENTS
On the road: a marketing perspective.
Booking conferences.
How to put together a tour.
From a sponsor's viewpoint.

Ruby Lerner, executive director, Alternate Roots, discusses unique constituencies: regional companies. Published by FEDAPT, the Foundation for the Extension and Development of the American Theatre.

Published by FEDAPT, the Foundation for the Extension and Development of the American Theatre.

Published by FEDAPT, the Foundation for the Extension and Development of the American Theatre.

CONTENTS
Marketing the arts: 
     Overview.
     Audience development.
     Audience research, Audience Characteristics, Segmentation and Consumer behavior.
     Pricing policy.
     Promotion.
     Secondary sources.
     Surveys.
     Economic impact studies.

Patronage is only one of the many institutions that foster creation, reward artists, and permit or promote performance and display of their works. It has been and remains the most prestigious of the support structures, so prestigious, in fact, that its name is applied to forms of cultural support having little in common with what it connotes. In this chapter I will explore patronage, its relationship to other support systems, and their probable impact, separately and together, on the encouragement - as well as the limitation - of the arts.

CONTENTS
Alliance Information.
Publications.
Public Action.
Resources.

A report of the Business Ventures Project of the Northern Rockies Action Group, Helena, MT. This issue of the NRAG Papers features a look at another of these new, creative fundraising ideas. For several years, there has been an undercurrent of interest in profit-oriented business ventures as a potential source of funds for nonprofit citizen organizations. There have been several fascinating experiments with the approach, several of which are described in this Paper.

Annual statistical profile of united arts funds