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Targeting the Now Generation
A case study on marketing the arts to 15-19 year olds

ISBN: 1 903315 05 0

Commissioned in 1997 by MAX (Marketing the Arts in Oxfordshire), published by the Arts Marketing Association, supported by the National Lottery through the Arts Council of England

In September 1997, MAX (Marketing the Arts in Oxfordshire) was awarded a grant of £240,000 by the Arts Council of England's 'Arts for Everyone' scheme to implement a series of research and audience development initiatives which would lead to a deeper understanding of how to develop young audiences between the ages of 15 and 19. This report has been written to share MAX's experiences and findings.

MAX - Marketing the Arts in Oxfordshire - is an arts marketing agency primarily concerned with audience development in Oxfordshire and throughout the southern region. MAX assists organisations and companies to maximise their audiences and therefore increase their own earning potential in the most cost-effective ways. MAX aims to provide a sound infrastructure for arts marketing in the region to develop the overall market for the arts.

To order a copy for £5 + P&P (AMA members) or £10 + P&P (non members), e-mail debbie@a-m-a.co.uk

Arts Marketing Association, 7a Clifton Court, Clifton Road, Cambridge CB1 7BN         Tel: 01223 578078 Fax: 01223 211583 Email         Website by rba