PIVOT: Reversing audience decline through customer-centric innovation
Ruth Hartt
The arts sector has an audience problem. Classical music audiences have declined by nearly 50% since 1997. And that was before COVID-19. If the great acceleration theory proves true, we stand to lose another 40+% of our audiences in short order. Something’s got to change, and fast. It's time for arts marketing and programming that centers the customer.
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