Classical Music Consumer Segmentation Study

How Americans Relate to Classical Music and their Local Orchestras

Published in: GIA Reader, Vol 15, No 3 (Fall 2004)

John S. and James L. Knight Foundation and Audience Insight

2002, 165 pages. Published by Audience Insight LLC, PO Box 423, Southport, CT, 03890-0423, (203) 256-1616, info@audienceinsight.com, www.audienceinsight.com

Download Report: www.knightfoundation.org/research_publications/detail.dot?id=178183



This final report from a two-year marketing study of fifteen orchestras commissioned by Knight Foundation provides a detailed picture of the ways consumers fit classical music into their lives and offers new ideas for marketing and program strategies for the future.