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Matt Lehrman on Audience Building

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A Small Detail, A Big Idea & Why You Should Care

November 12, 2015 by Matt Lehrman

A Small Detail, A Big Idea & Why You Should Care

Let's marvel at a small detail that reveals a big idea... Here's the opening sentence of a just-received press release from the City of Mesa (AZ)... Santander Consumer USA Holdings Inc. (NYSE: SC, “Santander Consumer USA”), a consumer finance company focused on vehicle finance, third-party servicing and delivering superior service to more than 2.5 million customers across the full credit spectrum, announced it will expand its operations to … [Read more...]

The 4 Types of Audiences

November 8, 2015 by Matt Lehrman

The 4 Types of Audiences

You want to attract, grow, diversify and sustain your audience? Great!  But the biggest mistake you can make is to think of that audience as a single entity.  True, "your audience" converged at some point - whether for a particular night's performance, during the run of a production or exhibition, into your venue, or some other way onto your mailing list.  But the happenstance of their intersection doesn't mean they share the same motivations, … [Read more...]

What is Audience Engagement? (Part 3)

November 5, 2015 by Matt Lehrman

This is SUCH a great thought-provoking conversation, I'm thrilled for it to continue… Again, delighted (and grateful) to share the wisdom of respected friends and colleagues on the question: What is the meaning of the word “engagement”?  And how does an arts organization know if it is succeeding? ————- Bob Booker – Executive Director of the Arizona Commission on the Arts When two people make a statement of love, support, and promise to … [Read more...]

What is Audience Engagement? (Part 2)

November 4, 2015 by Matt Lehrman

It’s commonplace to talk about the need for “audience engagement” – but what does the term actually mean? Let's pick up from yesterday's discussion... Here again, I’m delighted (and grateful) to offer the insights of respected friends and colleagues on this question: What is the meaning of the word “engagement”?  And how does an arts organization know if it is succeeding? ————- Doug McLennan - Founder & Editor of … [Read more...]

What is Audience Engagement? (Part 1)

November 3, 2015 by Matt Lehrman

What is Audience Engagement?  (Part 1)

It's commonplace to talk about the need for "audience engagement" - but what does the term actually mean? And how does an arts/cultural organization know if its succeeding? Perhaps it's an intentionally amorphous concept - akin to Supreme Court justice Potter Stewart's famous characterization of the nature of pornography: “I know it when I see it.” Or perhaps it's best considered an aspirational notion -  sacred words etched into mission … [Read more...]

Speaking, Writing and a little Arts Marketing Haiku

June 9, 2014 by Matt Lehrman

Speaking, Writing and a little Arts Marketing Haiku

I can rub my tummy and pat my head. I always thought that the list of things I can do simultaneously was vast. Chew gum and walk?  Yes. Watch Netflix on my iPhone while jogging on the treadmill at the gym?  Sure did - for the entire administration of Jed Bartlet, no less!  Play a round of Facebook Scrabble while doing just about anything else (except DRIVING, of course) - Absolutely! So, I was shocked and dismayed to discover that I do not … [Read more...]

In Favor of Genetically Modified Organizations

April 9, 2014 by Matt Lehrman

In Favor of Genetically Modified Organizations

I prefer my vegetables in their 100% organic state. I don't feel the same way about non-profit arts & cultural organizations. There is nothing sacred about the business model and (dare I say it?) the artistic mission of any arts and cultural organization. That doesn't mean that an organization shouldn't stand for anything. Nor would I argue that it's healthy for an organization's business model or artistic mission to fluctuate all … [Read more...]

How You View the Pie

March 14, 2014 by Matt Lehrman

How You View the Pie

Do you proceed from the premise that the “pie” is of a set size and we are all competing for a slice – or that the pie is expandable and we all stand to win by creating the means for it to grow. For arts & cultural organization leaders responsible for building audiences, here's a quick test to see if what you BELIEVE is consistent with how you BEHAVE: In the past 7 days, what % of your resources (i.e. budget, time & attention) have … [Read more...]

The Great Hibernation is Over

February 16, 2014 by Matt Lehrman

The Great Hibernation is Over

Economists appear to have concluded that the "Great Recession" that began in December, 2007 officially ended in June, 2009. So, what shall we in the arts & cultural sector call the pro-longed period of hunkered-down existence that we've endured ever since? For more than six years, we've persevered in the face of withered philanthropy, slashed public funding, preempted corporate sponsorship and the contraction of consumer spending. We - our … [Read more...]

“Erosion of Arts Participation” is the WRONG Headline

October 22, 2013 by Matt Lehrman

“Erosion of Arts Participation” is the WRONG Headline

As a child, one of my favorite picture books* told the story of six field mice that visit a barn.  At the end of the day, they are completely unable to reconcile what they have observed (a cow) because each has seen it from a different perspective - left side, front, bottom, right side, back & top. The story comes to mind as I've downloaded the just-published National Endowment for the Arts' 2012 Survey of Public Participation in the … [Read more...]

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Matt Lehrman

Matt Lehrman, the Principal of Audience Avenue LLC, helps arts & cultural organizations drive new pathways to greater audience engagement... [Read More …]

About Audience Wanted

Chop down the metaphor that audience development for arts & cultural organizations is about "picking the low hanging fruit." Changing demographics, economics and politics, coupled with incredible advances in technology and social media, mean … [Read More...]

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  • Matt Lehrman on NEA Funding: Beyond Votes, We Must Grow the Applause: “Richard, My original post was all about sidestepping political reality. For sure, there's a fierce legislative…” Mar 19, 13:15
  • richard kooyman on NEA Funding: Beyond Votes, We Must Grow the Applause: “Matt, I just don't think you are acknowledging political reality. The history of the demise of…” Mar 19, 04:10
  • Matt Lehrman on NEA Funding: Beyond Votes, We Must Grow the Applause: “Richard, I have absolutely no interested in normalizing the President's abhorrent behaviors or defending his intolerant, fear-based and ill-conceived positions.…” Mar 17, 17:04
  • richard kooyman on NEA Funding: Beyond Votes, We Must Grow the Applause: “It's not being cynical or despairing to realize that corrupt gerrymandering, corporate lobbying laws, and a powerful right wing…” Mar 17, 03:50
  • Julie on NEA Funding: Beyond Votes, We Must Grow the Applause: “Echo that Matt. Hard not to be cynical or dispairing. We must continue to be present and fight the…” Mar 16, 18:00
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