Talk about synergy. Last fall, the Wallace Foundation published Taking Out the Guesswork: Using Research to Build Arts Audiences, a free guide that helps arts organizations use market research to forge meaningful connections with different audiences. Based on evidence from ten arts groups across the United States, the book provides detailed guidelines on how to learn more about current and potential audiences, create effective promotional materials, and track the results of audience-building initiatives. This summer, delegates at the League of American Orchestras’ Conference in Baltimore get the opportunity to connect with Bob Harlow, the book’s author and a market-research expert, at a compelling session drawing on Taking Out the Guesswork. For more from the Wallace Foundation—and to download Taking Out the Guesswork for free—visit www.wallacefoundation.org.
