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Audience stewardship in the arts through preferred communication pathways and places
Thesis   Open access

Audience stewardship in the arts through preferred communication pathways and places

Zeek Weil
Master of Science (M.S.), Drexel University
05 May 2009
DOI:
https://doi.org/10.17918/etd-3829
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Abstract

Arts--Management Arts organizations Audience development College Students Marketing
My paper aims to understand preferred communication paths. A marketer can communicate an offer in hundreds of ways and consumers are bombarded with messages that overlap each other in content and call to action. My goal is to present a theory that offers marketers an opportunity to communicate to market segments through communication preferences. For this project I will look at college-aged demographics, students 17-24 years old, with occasional exceptions for older graduate students. The survey instrument is created so that it can be altered and applied to any demographic for future use. Certainly this research will identify trends within the demographic, but as college-aged students are savvy users of media and technology, these trends may or may not offer predictions for future preferences. If an arts organization can communicate with a demographic via preferred paths then it should be able to reduce economic and human resource costs. This paper will not conclude that reaching an audience through preferred communication pathways will reduce economic and human costs, but it will offer a theory, based on data collected, that can be executed in future projects to conclude whether or not preferential communication to segmented demographics increases audience development.

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