Begin the Slide Show

Table of Contents

• Audiences Unbound
• About the Presenters
• Agenda
• The market is changing at an ever increasing pace
• Audiences Have Changing Expectations
• Attendance at Traditional Disciplines Is Barely Holding Steady
• The Predictors of Participation Are Shifting
• The Audience Is Increasingly Segmented
• Leisure Activity Profile: Market Sample
• Leisure Activity Profile: Subscribers
• Unmet Demand Varies Greatly by Ethnicity and Discipline
• The Positioning Spectrum
• Positioning Spectrum Research:The Sample
• Positioning Spectrum Research:Demographics and Methodology
• Meet the Characters: Art
• Meet the Characters: Popular Culture
• The Positioning Spectrum
• Feelings toward High Art
• Feelings toward Popular Culture
• Positive Image Characteristics
• Negative Image Characteristics
• Attitudinal Determinants: Affiliation/Alienation - Age
• Attitudinal Determinants: Affiliation/Alienation - Socioeconomic Group
• Attitudinal Determinants: Affiliation/Alienation - Ethnicity
• Attitudinal Determinants: Affiliation/Alienation - Lifestyle
• Attitudinal Determinants: Affiliation/Alienation - Common Factors
• Repositioning: Changing the Map
• The Responsive Programmer
• Thinking about audiences must become multi-dimensional
• Recognizing the characteristics of participation is key to understanding audiences
• A New Framework: Evaluating Markets Based on Arts Attendance (Six Segments)
• Segments vary significantly from market to market
• Involvement and participation are key indicators of attendance
• Competition for most desirable attenders is fierce
• Core Patrons (8%)
• Familiar Faces (12%)
• Grazers & Tag-Alongs (22%)
• Blockbuster Audiences (19%)
• Hidden Arts Audiences (19%)
• Outreach Targets (20%)
• Age Group by Audience Segment
• The Role of Effective Research
• The structure of an audience information system
• The Audience Information System
• Data Capture System
• Primary Audience Research
• Arts Participation Research
• Secondary Data Analysis
• Market Intelligence
• For More Information

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