The author, a veteran publicity woman herself, provides all the basic information needed to transform an inexperienced publicity worker into an effective publicist. With more than forty actual samples as models, she tells clearly and simply how to write and place news releases, how to obtain print, radio and television publicity, how to use photographs and video material, and how to get acceptance and cooperation from the media. She offers valuable advice on direct efforts to raise funds, increase membership, and keep current members aware of the group's activities. And every publicist will

This annual survey of a representative group of nonprofit theatres was known as the TCG fiscal survey in 1974, 1975, 1976; the TCG survey in 1977, 1978, 1979, 1980; and as Theatre facts since 1981. Theatre Facts appears in the April issue of American Theatre, and in the December issue beginning in 1997. Statistics and analysis are provided for the year as well as comparisons to previous years. Information is provided on: 1) finances, including earned income, contributed income, total income, total expenses, deficit; 2) production activity, including attendance, subscribers, performances,

The author discusses arts consumer behavior using data from an exploratory research study. He stresses the need to understand consumer behavior, perceptions, and attitudes in understanding the cycle of arts production and distribution. He identifies factors that inhibit aesthetic appreciation and consumption, that provide avenues for such behavior, and that appear socially preferable.

The authors discuss the interactive relationship of audience and performance. They analyze ways in which such interaction is necessary to encourage art consumer's participation in organizational membership. The authors regard this interaction in terms of the two distinct uses of marketing: mass marketing and interactive marketing.

The survey was conducted by Dr. Robert A. Peterson of the Graduate School of Business, University of Texas at Austin. The text was edited by Kristine Everett. The Austin Arts Needs Assessment Program was initiated under a special project of the Austin Arts Commission and the Parks and Recreation Department.

This study came about as a response to the need for benchmark data on who theatregoers are and what their needs and interests are regarding Broadway. Many myths were dispelled by the study. All theatregoers are not older and economically upscale. Indeed, 55% of the audience is under 35 years of age. Theatregoers are not predominantly from Manhattan. Manhattanites represent only 14% of all theatre-goers and account for 25% of the total audience. A new generation of theatregoers is definitely developing. Thirty percent of all theatregoers became Broadway patrons in the last five years.

The authors look at future attendance intentions of potential arts-goers. They conclude that life-style, attitudes, and developmental experiences are more conceptually useful, more empirically useful, and more empirically predicative for understanding attendance at the performing arts.

The arts can form a symbiotic relationship with a wide range of community programs and resources, ranging from education to community facilities. Today, for example, fairs and festivals, art exhibits, and performances are activating downtown areas. The arts can help build broader community programs, and community programs can help support the arts and make them available to a wider audience. In planning for the arts, a broad range of activities and programs may be considered. The purpose of this chapter is to describe arts activities and programs in a planning context. While many of these

This report is one of two parts which presents the findings of a comprehensive study of the arts in Virginia. It was conducted for Bravo Arts Education, a non-profit Virginia corporation whose purpose is to educate and promote public interest in and awareness of the arts. The study was a cooperative effort between Bravo Arts Education and Southeastern Institute of Research, Inc. (SIR). SIR was responsible for all technical phases of the study including planning and management of the research, questionnaire design, data processing and analysis. Bravo was responsible for the fieldwork phase

Using a linear 'consumption technology,' we may model some phenomena of endogenous changes of taste, including addiction, habituation, and cultivation of taste. This essay concentrates on cultivation of taste. A short-run, long-run dichotomy is used in order to simplify the imtertemporal choice aspects of the model. If the 'underlying demand curve' for perceived characteristic, in Lancaster's sense, is elastic, then cultivation of taste leads to increasing consumption. In that case, multiple equilibria are a possibility. The multiple equilibria may explain sudden flowering of taste, the