From Chad Bauman: For decades now, the most revered commu­ni­ca­tions tool of most performing arts orga­ni­za­tions has been the season / subscrip­tion brochure. We spend weeks if not months toiling over copy, getting images, crafting pitches, working with designers, going to press checks and coor­di­nating with mail houses. Once finished, it is the holy grail of marketing collat­eral for the rest of the year — the piece that we take to confer­ences, show our donors, give away at outreach events and mail to everyone we think has even heard of our orga­ni­za­tion. And for years, this strategy has been virtu­ally untouched, even while the world around us has changed rapidly. Isn’t it time we ques­tion whether or not there is a better way? · Go to The future of the season brochure →