Marketing the Arts and Entertainment

About the Book

This workbook is designed to help newcomers to the world of performance and exhibition become successful! The secret is “marketing know-how” and this guide is designed to take you step-by-step through the business of finding funding, getting an affordable location, working out a budget, a game plan, and then attracting an audience who will ensure success. Whether you are a small art gallery, dance company, little theater group, comedy club, local museum, start-up opera company, or dance theater, this book is for you. It has already proven successful with all these groups as well as being successfully used by a landmark movie theater threatened with demolition, unless it paid its bills, a local PBS station faced with falling viewership and pledges, and even a zoo in one of America’s best loved cities. Simply said, whatever you have to offer can be marketed successfully.

About the Author

Ronald C. Harding has had long careers in advertising, marketing, programming, and publishing. His programming career started as a writer/producer of NBC’s Wild Kingdom and CBS The Great Novels. He served as producer on such diverse shows as Miss America and The World Series telecasts. In advertising, Harding has written, produced, directed, or supervised some 5,000 commercials, among them the memorable Mr. Whipple for Charmin, Jif’s Choosy Mothers, and Gillette’s famous The Best a Man Can Get. Harding is the recipient of such awards as the Clio for Advertising Excellence, the Peabody Award for Programming, and the National Publishers Award for Nonfiction Journalism.