In the Spring of 1985, the Media Alliance conducted research to determine the marketing needs of its constituents - nonprofit media and arts organizations, and independent artist producers. An evaluation of this research provided the following observations and recommendations:

Arts administrators and producers, pressured by lack of time, money and human resources, could benefit from having better management skills. This is the first step to improved marketing. Organizations could also benefit from improved public relations, fundraising, promotion and publicity techniques. Organizations should develop formal marketing strategies and defined marketing goals. Organizations should learn how to measure the results of their marketing campaigns in a quantitative fashion.

Improved marketing of services and programs leads to increased use and attendance by the targeted publics, and thus greater viability and support within the community.

Taking Charge, a marketing training program geared specifically to the media arts, was created to address these key issues. A 13 week seminar series, funded by the New York State Council on the Arts, was held at The New School for Social Research and taught by marketing and management consultants experienced in working with nonprofit arts organizations. The course was enthusiastically received by the participants, who found it greatly helpful in their day-to-day operations.

This workbook was created from the seminar series and now takes on a new life of its own. Intended to serve as a guide through the major elements of a comprehensive marketing program, the book covers a lot of ground and is pertinent for any small-to-medium size arts organization. (p vii)

CONTENTS
Introduction.

Section 1. Organizational planning and management.

  1. Gaining control: Strategic long-range planning and management
      control by Shelley Jane Grossberg.
  2. Effective administration and office operations by Carolyn Curran.
  3. Time management by Joanne Gucciardo.

Section 2. Using advertising and public relations.

  4. Understanding and reaching the public: Planning an effective
      communications strategy by Shelley Jane Grossberg.
  5. Creating and monitoring a marketing plan by Shelley Jane Grossberg.
  6. Managing direct mail by Dan Abreau.
  7. Creating effective advertising by Dan Abreau.
  8. Graphics on a shoestring budget by Rich Neimand.
  9. Understanding the media: A short course in press relations by
      Shelley Jane Grossberg.
      Public Relations resource kit.
10. Public and community relations: Friends and neighbors count by
     Shelley Jane Grossberg.

Section 3. Fundraising for the media arts.

Introduction: Money and madness by Patricia J. Anderson.
11. Philanthropy in the west: a brief history by Patricia J. Anderson.
12. Where the money is, by Patricia J. Anderson.
13. The pragmatic process by Patricia J. Anderson.
14. Planning ahead (If all else fails...) by Patricia J. Anderson.

Appendix to section three.
Glossary.
About the authors.
About the media alliance.