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Thesis Statement

April 14, 2009

Here is a draft of my Thesis Statement. Any thoughts?


For arts organizations, there will be a fundamental shift in the next 5 years. Traditional newspaper advertising and direct mail marketing that is used as the primary vehicle for ticket sales will cease to exist as we know it. Patrons will demand more technological personal interaction and meaningful content in their communication with theaters. Organizations must act now to adopt polices that integrate internet social networking strategies or risk being left unable to communicate with their audiences.

6 Comments leave one →
  1. April 14, 2009 4:33 pm

    I think that this is a really good beginning. And, as the artistic director of a small, professional theatre company, I can attest to this statement’s validity. I would guess that by the end of the 2010 season, Slightly Askew Theatre Ensemble will be doing 98% of its pr and marketing online. We have a few die-hard post card loving patrons, but beyond that, we are using social networks, blogs and our own website to get the word out about what we are doing.

    I can’t wait to read more; great work!

    As ever,

    Margeau Baue Steinau
    Artistic Director
    Slightly Askew Theatre Ensemble

  2. Jaymie permalink
    April 14, 2009 4:59 pm

    So we’ve been hearing that newspapers are going to “die” for a number of years now. What is it about this moment in time that makes you believe that it will finally and actually happen? Or is it more that newspapers as we know them will just change, but still exist? Or do you feel that newspapers will still exist, but that they will no longer be an effective marketing tool for the arts?

  3. Alan permalink
    April 14, 2009 7:23 pm

    Are you saying that traditional newspaper advertising will cease to exist because the medium will cease to exist? or because the effectiveness of that particular medium will no longer be of value?

  4. dialoguefringe permalink*
    April 14, 2009 11:57 pm

    Thanks for all the comments. In response to Jaymie and Alan, I think that the effectiveness of newspaper advertising will diminish as newspapers continue to lose circulation and move more to an on-line model. Newspapers will not completely vanish, but will not have the reach they had 10 years ago or even today, and therefore print advertising will become much less effective.
    I also think, as Margeau points out, it is important to recognize that people want to get information in different ways, and so the habit of reading the newspaper is being replaced with more on-line and social networking activity.
    I’ll have some more posts about this particular issue soon. Thanks again for helping to focus the thoughts.

  5. John permalink
    April 20, 2009 10:55 am

    An interesting idea – can’t wait to see what you come up with.


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