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The Decline of the Subscriber Base: A Study of the Philharmonia Orchestra Audience

Bonita M. Kolb
International Journal of Arts Management
Vol. 3, No. 2 (WINTER 2001), pp. 51-59
Stable URL: http://www.jstor.org/stable/41064723
Page Count: 9
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The Decline of the Subscriber Base: A Study of the Philharmonia Orchestra Audience
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Abstract

For many orchestras, the traditional subscriber base is declining. It is important for orchestras to understand why people become subscribers so that this market segment can be replaced. This exploratory research was designed to ascertain the age of first concert attendance and motivation for first concert attendance for two audience groups of the Philharmonia Orchestra in London. The two groups were (1) subscribers, and (2) audience members who did not subscribe and had no other involvement with the orchestra. The responses to questions on age and motivation were compared in an attempt to understand why some individuals became subscribers while others attended concerts but did not become further involved with the orchestra. The hypothesis was that subscribers started to attend while young and that early exposure resulted in continued and frequent attendance throughout life. Un grand nombre d'orchestres constatent une diminution progressive du nombre de leurs abonnés. Il importe donc qu'ils comprennent ce qui motive les amateurs à s'abonner pour pouvoir remplacer ce segment de marché. Cette recherche exploratoire avait pour but de déterminer l'âge et la motivation au moment du premier concert chez deux publics des concerts du Philharmonia Orchestra de Londres : 1) celui des abonnés et 2) le public régulier sans abonnement ni autre lien avec l'orchestre. Les réponses aux questions sur l'âge et la motivation ont été comparées dans l'espoir de comprendre pourquoi certains étaient devenus des abonnés et d'autres non. L'hypothèse était que les abonnés avaient commencé jeunes à aller au concert, fait qui expliquerait leur présence régulière à des concerts tout au long de leur vie. El fondo tradicional de abonados de muchas orquestas está descendiendo. Es importante que las orquestas entiendan por qué una persona decide abonarse, para poder ampliar esta base. Se diseñó esta investigación exploratoria para determinar la edad en la que las personas asisten por primera vez a un concierto y su motivación, enfocando a dos grupos que forman parte del público de la Orquesta Filarmónica de Londres. Los dos grupos estaban formados por: 1) personas abonadas, y 2) el público abonado y que no participaba a la vida de la orquesta. Se realizó una compararían de la edad de las personas y su motivación, para tratar de entender por qué certas personas se abonan mientras que otras asisten a los concertos sin buscar otra forma de partiríparíón. La hipótesis de este trabajo es que una exposicón temprana a la música y a los concertos lleva a una mayor asiduidad a lo largo de la vida del espectador.

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