Classical Music Consumer Segmentation Study

How Americans Relate to Classical Music and their Local Orchestras

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.