Cultivate

Print and New Audiences

Added on: 29th February 2008

Summary:

This tool kit starts to explore some of the issues of using print as part of the mix for attracting new audiences to the arts.

Clearly print is just one part of the marketing mix - but it is the bit that gets arts managers and producers hot under the collar. Why is print seen as being so important? What are the alternatives? At the networking events organised by Arts Council England, East Midlands there was a great deal of discussion about whether the sector could be more imaginative in its use of media buying and look at radio and TV instead of being so reliant on print. Clearly for many organisations working on very low budgets these discussions will seem like pie in the sky - but they are important questions for the theatres and orchestras if they are genuinely trying to get new audiences into their venues and presentations. Even on small budgets we can be smarter about how we use print to make arts more accessible - removing some of the barriers - and presenting the venues and experiences in ways which tackle 'not for the likes of me' attitudes.

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