Publications

"Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century," written for arts marketing executives, leaders, board members, and all those interested in audience development for the arts, proposes a new framework for arts marketing in the digital era. Advances in technology and shifts in consumer behavior have changed the way arts marketers need to communicate with their audience. The book revolves around the idea that arts marketers must "break the Fifth Wall" -- the act of reconnecting with arts patrons in a meaningful way after they have left a performance venue -- by creatively and regularly reminding them of everything the organization has to offer.

This blog focused on the intersection of the arts and technology written for an audience of arts leaders and marketers. It contains over 500 posts from February, 2007 to 2019.

"Wired for Culture" offers both background research about the online arts market, as well as practical tips for organizations getting started with e-mail marketing.
It describes why e-mail marketing provides a spectacular return-on-investment; What arts patrons do while they are online and how to market to them most effectively; Why e-mail captures their attention more than other marketing methods.

It includes case studies from the Whitney Museum of American Art, The Chicago Theatre, and Goodspeed Musicals. Also included is a section of six essential "Smart Tips for E-mail Success."

Most arts Web sites are marketing opportunities waiting to happen. The key to unlocking the potential of your site is having a set of basic principles to guide your design efforts. "Web Sites for Culture" provides a structured way of thinking about how to build and improve your arts Web site. You’ll learn how to think about basic issues of site strategy, conception, design and basic development, all written from a marketer’s perspective. You’ll improve your site when you know: What most arts sites are lacking What arts patrons really want from an arts site How to research your needs and develop a site strategy How to hire and manage an outside site design company How to test your site with your patrons What it takes to run your site once it’s launched How to get properly listed on Yahoo and Google