Addresses the question as to whether opera can be brought to the masses(defined as socio‐economic groups other than A and B). First, itdescribes the methodology used in…
Addresses the question as to whether opera can be brought to the masses (defined as socio‐economic groups other than A and B). First, it describes the methodology used in collecting the data. Goes on to describe and analyse the audience profile of opera‐goers, and non‐opera‐goers, in terms of demographic, psychographic, and geographic analysis, and to establish reasons for attendance and non‐attendance among different social groups, based on culture, motivation, and attitude. Finally, makes recommendations in the form of a marketing mix to encourage a wider audience for opera.
SO much controversy has raged around the subject of newsrooms in the past two years, that librarians are, as a rule, utterly tired of it, and the appearance of still another article upon the subject is not calculated to tone down the general spirit of vexation. It requires no little courage to appear in the arena in this year of Grace, openly championing those departments of our institutions which were originally intended to convey the news of the day in the broadest manner.