How Symphonies Grew Strong Audiences By Killing The Myth Of The Average Consumer

Marketing managers for major orchestras had always assumed that convincing people to give the symphony a try was the key to gaining subscribers. “Get people through the doors!” was their mantra, assuming that the sheer beauty of the music would lure them back. But when they actually studied the numbers, they discovered that getting new people wasn’t the problem.

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How Symphonies Grew Strong Audiences By Killing The Myth Of The Average Consumer