Steady trends in arts funding and consumer marketing point to a growing need for arts organizations, large and small, to make increasing earned income a top priority. As private philanthropy shifts its focus to education and social services, government funding dwindles, and the consumer marketplace is increasingly crowded with entertainment options and high-tech innovations, it is more crucial than ever for cultural organizations to be competitive by understanding state-of-the-art consumer marketing methods.

Without a specific product to market, such as a season of performing arts events, a gallery exhibit, or arts festival, some local arts agencies may view marketing as the exclusive domain of presenting and producing organizations, and limit their involvement to the occasional technical assistance workshop or, in some cases, a cooperative advertising program. It is the intent of this issue of Monographs to explore a variety of ways in which local arts agencies can provide a valuable service to their communities and arts organization constituents by becoming more active in the sometimes overwhelming world of marketing.

It is the intent of this issue of Monographs to explore a variety of ways in which local arts agencies can provide a valuable service to their communities and arts organization constituents by becoming more active in the sometimes overwhelming world of marketing.