Marketing the Met

Paper Summary:

This paper explains that the Metropolitan Opera is currently going through a phase of low turnout and unpopularity among the younger generation. The paper provides a few suggestions for a way to increase popularity and a few marketing techniques, which could assist in this endeavor.

From the Paper:

"Other good news for opera's potential is that audiences for opera have been increasing steadily for the past two decades. Opera America notes that, between 1982 and 1992, opera audiences grew by almost 25 percent, which is 12.5 percent greater than the growth experienced in any other art form. Better still, the median age of attendees dropped slightly, form 45 to 44 years of age. (Boiarsky, 2004) Still, that is not exactly a youth audience; to the children of the Baby Boom, that means the audience for opera is still a bunch of "Gray Hairs". And, on another negative note, growth in opera attendance among 8- to 24-year-olds was significantly lower than overall growth at 18 percent, meaning that some other group and older group increased its attendance by more than 25 percent- (a good deal more) to reach that magic number. Still, the increase for opera attendance in that age group surpasses the increases for other art forms; nearly a third of the U.S. opera audience, in fact, is under age thirty-five."

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