Abstract
This article outlines practical strategies for small college theatre programs seeking financial stability through subscription sales and telemarketing. Framing the issue as one of economic survival, the author argues that developing independent income streams is essential for departmental growth, visibility, and autonomy within the university. The discussion presents a two stage model beginning with a subscription campaign followed by a telemarketing initiative. Drawing from experience at Pan American University, the author demonstrates how applying techniques from Danny Newman’s Subscribe Now increased subscription revenue from four thousand to twenty four thousand dollars and expanded audiences from a small black box venue to a one thousand seat theatre. As mail based campaigns decline in effectiveness, the article recommends telemarketing as a direct and adaptable follow up that can be managed internally once expertise is acquired. The author concludes that subscription and telemarketing programs enhance public approval, fiscal solvency, and morale by building consistent audiences, improving administrative support, and offering actors fuller houses and greater campus recognition.
Recommended Citation
Monta, Marian F.
(1986)
"Survival by Subscription and Telemarketing,"
Association for Communication Administration Bulletin: Vol. 58, Article 21.
Available at:
https://stars.library.ucf.edu/aca/vol58/iss1/21
