Art Marketing Theory | Arts Marketing Australia

Do More with Less: Guide to Digital Marketing for the Arts Industry

Michael McCallum — Wed, 07 Jun 2023 09:47:19 +0000

In today’s digital age, it has become essential for the arts industry to embrace the power of digital marketing. With limited resources and budgets, arts organizations need to maximize their reach and engage with their audience effectively. Thankfully, digital marketing offers a cost-effective and efficient solution to achieve these goals. In this guide, we will […]

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Defining Arts Audience Issues and the Way Forward

Michael McCallum — Fri, 06 Mar 2015 02:29:56 +0000

I recently attended the Arts Marketing Conference in Bristol, UK. Just as in Australia, the need to continually find a new audience is an issue in the United Kingdom. The opening keynote for the AMA conference was presented by Ben Cameron, Program Director for the Arts at the Doris Duke Charitable Foundation, which allocates $13 […]

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Arts Marketing beyond 2015

Michael McCallum — Fri, 09 Jan 2015 05:58:52 +0000

The Arts Marketing Conference in Bristol, UK provided some unique insights into future marketing. Just as in Australia, the need to continually find a new audience is an issue in the United Kingdom. The opening keynote for the AMA conference was presented by Ben Cameron, Program Director for the Arts at the Doris Duke Charitable […]

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Return on Investment in the Arts

Michael McCallum — Thu, 18 Dec 2014 23:16:32 +0000

Measuring return on investment in the Arts can be a straight forward process if done with the right tools. I recently attended the Australia Performing Arts Centres Association (APACA) Conference, ‘Harvest’ (Hobart, Australia). Assigning a value to art is essential when justifying grants, which often ask for an estimation of the return on investment (ROI) […]

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Arts Marketing in Australia: Regional Context

Michael McCallum — Thu, 18 Dec 2014 03:50:07 +0000

What is Arts Marketing? This will be explored as Arts Marketing Australia’s Michael McCallum looks at some key issues worldwide and at home. Arts organisations in Australia generally are classified similarly to businesses; in this context, arts organisations such as regional theatre centres, art galleries, theatre companies, and dance companies can generally be classified as […]

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The Future of the Printed Newspaper

Michael McCallum — Mon, 24 Jun 2013 04:47:27 +0000

Newspaper still have a vital role in the arts industry marketing. I would like to start this entry with a scene from Orsen Wells’ Citizen Kane. The newspaper has an expansive history, from the penny daily of the 1800s to the prestigious broadsheet that brought down a U.S. President in the 1970s. The printed newspaper, […]

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The Arc of Audience Engagement

Michael McCallum — Tue, 11 Jun 2013 12:45:28 +0000

The Arc of Engagement is the way the audience interacts with an arts company in the process of viewing a show or exhibition. An analysis of this engagement can be seen in Brown and Ratzin’s ‘Making Sense of Audience Engagement’ (2011) and the Australia Council’s ‘Arts Audiences Online’ (2011). Whereas the Arts Council call it […]

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