In Sunday’s (8/12) Washington Post, Nelson Pressley writes, “ ‘Subscribe Now!’ was the title of a 1977 book by Danny Newman that became the marketing bible for performing-arts institutions in the United States. ‘No!’ comes the answer from audiences a generation later. … Last year, Theatre Communications Group’s annual Theatre Facts study revealed that subscriptions were down 15 percent nationally since 2006. … The situation is no better in classical music and dance. Amy Fitterer, executive director of Washington-based Dance/USA, reports that subscriptions are decreasing particularly rapidly among troupes with budgets of $15 million or more. Jesse Rosen, president of the League of American Orchestras, gave a speech last year noting that classical-music [concert-going] is down nationally 29 percent over the past 20 years. Classical-music season subscription revenue has dropped more than 5 percent since 2006, according to the league. … Newman, in ‘Subscribe Now!,’ was ‘institution-centric,’ Rosen said. Newman’s subscription model worked great for arts organizations, guaranteeing audiences and a nice slice of income. But Rosen said models now are being forced toward what’s more alluring for the new breed of consumers. … Lessons are being learned, he said, about ‘responding to what audiences say they want instead of what the orchestra wants.’ ”
Posted August 14, 2012
