Initiators and Responders

A New Way to View Orchestra Audiences

Published in: GIA Reader, Vol 16, No 2 (Summer 2005)

Alan Brown

July 2004, 12 pages. John S. and James L. Knight Foundation, 200 South Biscayne Boulevard, Suite 3300, Miami, FL, 33131-2349, 305-908-2600

Download pdf: http://www.knightfoundation.org/dotAsset/221200.pdf

This study reports that there are initiators, people who survey results tell us "like to organize outings to cultural events with friends" and responders, people who "are more likely to attend cultural outings if someone else invites me." With that information in hand, the study suggests possible marketing opportunities for orchestras and others, employing both traditional methods as well as emerging web-based tools.