§ Mr. Luce
I have been greatly encouraged by the response of arts organisations to my marketing initiatives over the last two years and I believe that there is now an increased appreciation of the importance of good marketing. In 1989–90 I intend to build on previous experience by offering (i) extended consultancies to arts organisations trying a new marketing approach and (ii) to512W support the work of arts marketing consortia in offering new services to their members. Both schemes aim to bring in new audiences to introduce more people to the arts, and to encourage particular audience groups, such as young people, multi-cultural groups and the retired. I shall contribute 75 per cent, of the cost in both cases.
I am grateful for the continued support of the Arts Council whose own marketing activities these schemes are intended to complement. It has agreed to run both schemes on my behalf.
I hope that arts organisations will find these new initiatives a valuable means of extending access to the arts, particularly to new and wider audiences.