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,,

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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.