Americans by the millions are turning to aesthetics and the arts, not only as new areas of interest but also as favored symbols of status. This trend will have two major effects: art markets will be directly stimulated, and business firms of all types will exploit the awareness of aesthetics to improve public relations and promote sales.

A marked and growing tendency toward cultural pursuits will have important commercial implications. Not only will performing arts such as the theatre become increasingly vigorous but a host of new or greatly expanded markets will develop to satisfy the need for artistic self expression.

Music, the largest of the current arts market, will probably retain its standing. Sales of instruments and supplies are likely to climb from $590 million to over $1 billion by 1970. Though phonograph sales seem slated to expand only modestly, outlays for classical records may double in the decade. Interest in music will also stimulate purchases of stereo radios and multiplex adapters.

Outstanding opportunities exist in the market for fine arts materials, which appears far from saturated at its present $75 million annual level. Merchandisers will undoubtedly be able to up sales of oil paints, mosaic tiles, clays, molds and other items to America's 15 million amateur artists.

Business firms will increasingly emphasize attractive buildings and aesthetically pleasing work environments. Their outlays for product design and packaging will swell and their advertising will stress original art, more color, and special effects. These tendencies will fatten revenues of architects, advertising agencies, and design art consultants.

Culture-consciousness will influence the offerings and presentation style of all mass communications media as advertisers and the public demand increasingly high levels of artistic performance. FM radio and art movies will be favored and commercial TV may eventually alter its program mix to exploit this trend. Newspapers and magazines will, of course, profit from the rush to arty color advertising and illustration; printers and publishers will share the wealth. Sales of color reproductions and original art should climb.

Construction of perhaps $4 billion worth of theatres, municipal auditoriums and other cultural centers in the next decade will create demand for lighting, acoustical supplies, seating, carpeting and allied items.

CONTENTS
The Cultured American.
The State of the Arts.
Behind the trends.
Outlook.
Impacts on musical supplies.
Instruments.
Phonograph and records.
Impacts on art and art materials.
Fine arts.
Crafts.
Photography.
Impact on the performing arts.
Portrait of the buyer as an artist.
Impacts on mass communications.
Television.
Radio.
Movies.
Magazines and newspapers.
Impacts on business functions.
Product Design.
The corporate image.
Packaging.
Advertising.
Impacts on retailing.
Impacts on art services.
Advertising agencies and art studios.
Aesthetics and productivity.
Teachers and schools.
Impacts on printing and publishing.
Impacts on construction and architecture.
Impacts on financial institutions.
Action for planners.

 

Americans by the millions are turning to aesthetics and the arts, not only as new areas of interest but also as favored symbols of status. This trend will have two major effects: art markets will be directly stimulated, and business firms of all types will exploit the awareness of aesthetics to improve public relations and promote sales