Michael Kaiser on Audience Development

May 25, 2012

Engaging Audiences
Michael Kaiser
The Huffington Post
April 16, 2012

"The new (renewed?) focus on audience engagement appears to emerge from the sense that conventional arts organizations are losing their audiences to other forms of entertainment. Our audiences have the opportunity to be entertained at home on their personal computers and on television, to experience astonishing special effects at the movies, and to communicate with their friends non-stop via texting, cell phones, Facebook and Twitter.

"The sense of many is that things must change -- our art must change, our approach to marketing must change and the nature of the audience experience must change. If we continue to operate in the same manner as we did in the twentieth century, the arts will die.

"A serious discussion of audience engagement, however, demands more than platitudes and generalizations. It demands honest answers to three questions..."

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