The Audience Business is working with arts and cultural organisations individually and collectively to increase attendance by the broadest possible range of people. We are currently engaging with over 35 subscribing organisations across all art forms, venue and non-venue based, to initiate and deliver audience development projects and activities targeting existing and potential audiences, often piloting new approaches. We foster collaborations and partnerships to achieve shared audience development objectives and actively manage subscriber networks.
The benefits of an annual subscription to The Audience Business deliver tactical and strategic marketing services that include core services such as -
Market Analysis : The Audience Business provides an overview of the Edinburgh market and the operating environment to inform strategic planning. Since the Snapshot Edinburgh research was completed, we focus on updating this market analysis and supporting the effective delivery of tactical approaches to achieving audience growth.
Subscriber Networks : The Audience Business offers regular formal and informal events to provide Subscribers with news, information, case studies, market intelligence, showcases, networking and project development opportunities. Events include Subscriber forums, CEO briefings, working group meetings and Familiarisation Events.
Support and Advocacy : The Audience Business provides to its Subscribers on-going advice, information, fact-finding and contacts, champion the importance of evidence based audience development and represent Subscribers' interests at key fora.
Subscriber Services : The Audience Business offers preferential Subscribers' rates for marketing and research consultancy work (Marketing & Research Services). All Subscribers benefit from free inclusions across the full range of e-marketing services, such as families, students, arts workers, visual arts, groups and festivals e-bulletins.
City-wide Projects : The Audience Business fundraises, delivers and evaluates generic audience development projects, resources and campaigns. Subscribers have direct input and priority involvement in such projects. For more information click here.
Each subscriber benefits from additional subscriber benefits which are tailored to the organisations needs and depend of the level of subscription. The additional benefits currently include -
Analysis of Box Office Data/Visitor Analysis : The Audience Business uses secondary data to quantify and define key prospects and provides an annual organisation-specific report and briefing.
Participating in relevant projects : Subscribers benefit from participating in a wide range of relevant cluster projects, including The Source project, Classical Music project, Groups project. For more information click here.
Festivals : The Audience Business delivers showcase events such as the Festivals Familiarisation Event and is working in close partnership with Festivals Edinburgh.
Subscribers to The Audience Business pay an annual subscription fee between
£600 and £5,500, based on the organisation's activities and
turnover. Our future plans commit us to expanding our subscriber base, offering
relevant services to the wider cultural sector. If you are interested in
subscribing, please contact Alexandra Stampler-Brown on 0131 6565970.
