{"id":169,"date":"2011-12-03T13:25:21","date_gmt":"2011-12-03T20:25:21","guid":{"rendered":"http:\/\/www.artsjournal.com\/audience\/?p=169"},"modified":"2011-12-03T13:25:21","modified_gmt":"2011-12-03T20:25:21","slug":"thank-you-danny-newman","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/audience\/2011\/12\/thank-you-danny-newman\/","title":{"rendered":"Thank you Danny Newman…"},"content":{"rendered":"

\"\"<\/a>A well-worn copy of Danny Newman\u2019s Subscribe Now!<\/a><\/em><\/strong> has been a treasured\u00a0resource\u00a0throughout my career in arts & cultural marketing.\u00a0\u00a0His influence is\u00a0evident in the\u00a0practices of\u00a0the\u00a0vast number of performing arts organizations that still orient\u00a0their marketing strategies to the concepts\u00a0first published in 1977:<\/p>\n

\u201cThe subscriber is our ideal.\u00a0 In an act of faith, at the magic moment of writing the check, he commits himself in advance of the season\u2019s beginning (often many months in advance, and we then also enjoy the interest on his money which we have just put into banks or into short-term securities.)\u201d<\/em><\/p>\n

But times change.\u00a0 Arts, audiences & organizations have changed in so many profound ways.\u00a0\u00a0Subscribe Now!\u00a0<\/em>was a marvelous book in its time – but 1977 was\u00a0was the\u00a0same year that:<\/p>\n

    \n
  1. the very first Apple II computers were sold,<\/li>\n
  2. the prototype NASA space shuttle (the Enterprise) made its first test flight off the back of a jetliner, and<\/li>\n
  3. the twin towers of the World Trade Center were completed.<\/li>\n<\/ol>\n

    Today is SUCH a different world!<\/em><\/strong><\/p>\n

    Please know that I intend absolutely no disrespect to Danny Newman and his work.\u00a0\u00a0(My copy contains his autograph\u00a0and a\u00a0very kind and encouraging\u00a0personal note.)<\/p>\n

    There\u2019s every reason to love the ideal Dan\"\"<\/a>ny Newman\u2019s point of view represents.\u00a0 (And I still think the book should be required reading for\u00a0people with responsibility for marketing the performing arts.)\u00a0\u00a0<\/p>\n

    But in today’s\u00a0arts & cultural reality,\u00a0it is fair\u00a0to acknowledge that the advice sounds increasingly distant and corny \u2013 kind of like watching\u00a0Ward Cleaver say,<\/p>\n

    “You know, Wally, when I went to high school, we used to have to wear a collar and tie to school every day.”<\/em><\/strong><\/p>\n

    Wally replies:\u00a0\u00a0<\/em>“Well, gee, Dad, they’re not allowed to be that mean to you anymore.”<\/em><\/strong><\/p>\n

    It\u2019s not that the advice is fundamentally wrong.\u00a0 Rather, it is just too monochromatic\u00a0for times that are considerably more colorful and complex.<\/p>\n

    Going forward, this blog is dedicated to\u00a0exploring a\u00a0variety of\u00a0dynamic new approaches.<\/p>\n

    \u00a0# # #<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    A well-worn copy of Danny Newman\u2019s Subscribe Now! has been a treasured\u00a0resource\u00a0throughout my career in arts & cultural marketing.\u00a0\u00a0His influence is\u00a0evident in the\u00a0practices of\u00a0the\u00a0vast number of performing arts organizations that still orient\u00a0their marketing strategies to the concepts\u00a0first published in 1977: \u201cThe subscriber is our ideal.\u00a0 In an act of faith, at the magic moment of […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[34],"tags":[],"class_list":{"0":"post-169","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-marketing","7":"entry","8":"has-post-thumbnail"},"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/posts\/169","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/comments?post=169"}],"version-history":[{"count":0,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/posts\/169\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/media?parent=169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/categories?post=169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/tags?post=169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}