"It's more than about time that someone provided an in-depth, yet understandable explanation of e-marketing, social media, and CRM for the arts community."

  • Steven Roth, Director, Tessitura Enterprise Consulting


Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century is written for arts marketing executives, leaders, board members, and all those interested in audience development for the arts. It proposes a new framework for arts marketing in the digital era.

Advances in technology and shifts in consumer behavior have changed the way arts marketers need to communicate with their audience. The book revolves around the idea that arts marketers must “break the fifth wall”—the act of reconnecting with arts patrons in a meaningful way after they have left a performance venue-—by creatively and regularly reminding them of everything the organization has to offer.

After conducting a nationwide survey of arts patrons’ online behavior, the authors used that data to explore:

  • Email marketing

  • Social media

  • Online ticketing

  • Websites

  • Customer Relationship Management (CRM)

  • Future trends in online marketing

Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century encourages managers to embrace the new tools and technology available today which can empower them to transform their organization's audience-development efforts.

More info can be found On our “About the Book” page

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This book, published in March 2011, is by Eugene Carr and Michelle Paul, who founded and built PatronManager. PatronManager is a powerful CRM platform that helps arts organizations sell more tickets, raise more money, and cultivate stronger bonds with their audiences.

We still conduct the annual arts patron survey that this book was based on, and our materials and insights, and our outlook on the arts, are all founded on it.