Why should any business or industrial corporation support the arts? How can arts organizations help stimulate such support? What's in it - if anything - for business? Why are so many of the arts in America unable to be self-supporting? How should a businessman help the arts? What value are the arts in modern America, anyway?

Arnold Gingrich, publisher of Esquire magazine, raises these and other challenging questions, and provides startling yet also provocative answers. His book is a thoroughly-researched examination into one of the most extraordinary cultural and artistic developments of today's world. Presented in Mr. Gingrich's easy, conversational style, this is an interesting report by a businessman who has not only observed but also taken part - and more, stimulated others to take part - in the little recognized but burgeoning involvement of business with the arts.

Business and the Arts: An Answer to Tomorrow is in essence a thoughtful dialogue between the author and his reader. Mr. Gingrich presents a panorama covering the past ten years of the birth and maturing of the various movements in American business enterprise to stimulate encouragement of the arts in that society throughout the nation.

He proceeds from recent history to an exploration of why business should become involved in the arts, and for this he calls on the knowledge and experience of half a dozen of the nation's top executives who have long urged such support. The author further examines the diversity of methods by which business might help the various arts. He also looks at the future of this new business-arts cooperation and what it may mean to all of us.

Mr. Gingrich's book presents to the public a broad and dramatic picture of this exciting new cultural development in America.

CONTENTS

• Foreword by David Rockefeller.
• Preface.

Part 1. The background.

• The rise of the movement.
• Present corporate participation.
• The American Symphony Orchestra League.
• The Associated Councils of the Arts.
• The Business Committee for the Arts.

Part 2. Introduction.

• The Arts and Corporate Citizenship by Kenneth N. Dayton.
• Corporations and Art Participation by George M. Irwin.
• The Corporation, the Arts and the Ghetto, by C. Douglas Dillon.
• Value of the Arts to a Corporation by Leo H. Schoenhofen.
• Cultural Environment Aids Corporations by Dr. Charles F. Jones.
• Commerce, Industry and the Arts by Dr. Frank Stanton.

Part 3. Opportunities and examples:

• Introduction.
• Donation.
  • Cash contributions.
    • Direct gifts.
    • Matching gifts.
    • Securities.
    • United Arts Funds.
    • Goods.
  • Direct subsidizing.
    • Purchase of tickets.
    • Subsidizing presentations.
    • Commissioning of works.
  • Indirect subsidizing.
    • Newspaper advertisements.
    • Electronic media sponsorship.
    • Advertisements in programs.
    • Contribution through employees.
  • Loans (other than fiscal).
    • Personnel.
    • Space.
    • Auditoriums.
    • Exhibits.
    • Ticket Sales.
  • Equipment.
  • Community improvement: community arts centers.
    • Arts in the Ghetto.
    • Improvement of physical environment.
• Participation:
  • Attendance at performances.
  • Management activities.
  • Participation in productions.
  • Organization and administration of arts institutions.
• Stimulation
  • business cabinets.
  • Fund-raising.

Part 4. The outlook.

• About the author.
• Bibliography.
• Appendices.
• Index.

Why should any business or industrial corporation support the arts? How can arts organizations help stimulate such support? What's in it - if anything - for business? Why are so many of the arts in America unable to be self-supporting? How should a businessman help the arts? What value are the arts in modern America, anyway?