In the Volume 6, Number 8 edition of Hill Strategies’ Arts Research Monitor (www.artsresearchmonitor.com), you’ll find an article on audience development based on a presentation made by one of America’s foremost experts in the field, Alan S. Brown. He believes that the arts industry is ”in search of a new marketing model”. Mr. Brown is a proponent of Peer-to-Peer marketing, which includes structured word-of-mouth promotional activities, creating a network of resellers and promoters, as well as the use of modern communication tools (such as blogs and online social networks) to help arts organizations draw in new customers. 50 Carleton’s Integrated Audience Development Strategy includes this concept so that any arts organization can build its own ”community” of patrons ready to promote the activities of their favorite arts venue to potential customers. 

Denis Bertrand