JAM 75 / Summer 2021

Stage production with actors in period costune
Open Theatre’s Whodunnits! film project funded by the National Lottery Heritage Fund and filmed at Aston Hall. Image courtesy of Open Theatre © Ben Gregory-Ring.



Welcome to the first online JAM. It’s 20 years since the AMA published the first JAM in April 2001 and over that time the publication has evolved.

In the last issue — JAM 74 / Going Green —  we explored how empowering individuals to reassess, question and re-evaluate what they’re doing within their roles in terms of environmental sustainability can greatly impact an organisation’s action on the climate crisis. That’s why the AMA made the decision to make JAM a digital-only publication and Going Green was the last printed JAM.

Implementing small changes can make a big difference.

Louise Allen from New Adventures, JAM 74

Just as we published the last issue of JAM, the Covid-19 pandemic was taking over. None of us were prepared for the impact this has had, particularly on the arts and cultural sector. But as life slowly returns to ‘normal’, the AMA is pleased to launch the first online issue of JAM.

In this issue we focus on accessibility. Open Theatre spoke at the AMA’s Inclusivity & Audience Day in March 2021, and the key content of their session is captured in the Doing Difference Differently. The findings of the AMA’s first Member’s Panel are reported, we share 12 resources from AMAculturehive that focus on different aspects of accessibility, and the spotlight falls on Amy Firth, the AMA’s Head of Marketing.

About JAM

AMA has been producing  JAM ― the journal of arts marketing ― for 20 years.

Originally a printed publication it moved fully online in 2021. You can browse pdfs of past issues which are grouped by theme.

If you’d like to write for JAM or have an idea for an article, please get in touch with JAM Editor Jacqueline Haxton.


Key highlights from the Member Panel

In Spring this year, we conducted a Member Panel to find out what’s important to our members. Almost 300 responded, helping shape what we do and providing a fascinating snapshot of the sector. We’re feeding back the results of that now.

Some of the highlights and key learnings included:

  • We asked if you would like us to actively advocate for members – most said yes. We’re developing our Advocacy plans as a result.
    • Key areas you want us to advocate for include:
      • The importance of marketing to arts, culture and heritage organisations 
      • Better pay and working conditions – to support a more diverse sector
      • Support and investment 
  • We asked what training and support you needed – and are taking your feedback forward into our programme.
    • Key barriers to training are time and budget – we’re looking at different ways to make training as accessible
    • A lot of members are interested in certification – we’re exploring options
  • Although times are tough, there is still optimism that, in the post-pandemic world, arts marketing can make more of a difference within organisations, benefiting more audiences through engagement with arts and culture – online or in “real life”.

Read the full report of the Member Panel findings

As part of our developing Advocacy work, we’ll be doing a full demographic survey of our members in July, including additional questions about salaries and responsibilities. Please help us help you by taking five minutes to complete the survey when it comes out!

Resources on accessibility

Jam 75