Has The Time Come For Digital Program Delivery?

by:

Joe Patti

When I saw a story on CityLab about restaurants replacing their printed menus with digital ones, I began to read it eagerly. Staff at a couple of venues at which I have worked have long had conversations about the paper waste generated by discard or unused programs. (Even if I printed 200 fewer programs than we had people in attendance, I would inexplicably still have multiple boxes of unused programs left over.)

The trend away from program distribution due to Covid has seemed like a good opportunity to eliminate printed programs in favor of digital delivery by QR code or large lobby screens and by emailing copies to ticket purchasers in advance of a performance.

There is some great opportunity to be proactive with advance distribution of program content to provide additional materials to help people prepare for their experience. If people are inclined to peruse the program book file prior to attendance, they would probably welcome a short, clever explainer video the venue creates to enhance the upcoming experience.

As I read the CityLab piece, it became clearer that digital delivery, like all technology has the potential to be a double-edged sword. I was already aware that there was some psychology involved with pricing and placement on printed menus to direct people to certain dishes. I wasn’t as aware that alcohol distributors had been printing the beer/wine/spirits menus for bars and restaurants and using design tricks to steer people toward their own products. Though obviously that makes sense.

Likewise, digital menus format can be beneficial because you can swap between breakfast/lunch/dinner/brunch menus at the appropriate times while using the same QR code or screens. When you run out of an ingredient or product, it can be removed from the menu so people don’t try to order it only to be told you are out of that food.

On the negative side, digital menus can be adjusted so that people at one table are being charged more than people at the next table based on data compiled about their spending habits and interests. The article also points out that cameras on phones are built in eye tracking sensors which can help the restaurant learn a lot about its customers and what is getting noticed on the menu vs. what is being ordered.

In terms of arts venues, there is already capacity to use the data tracking integrated into ticketing and email software and Google Analytics to discover when people are viewing digital program book content on websites and what devices they are using. With just a little more sophistication in software tools added in, it is entirely possible to gain additional insight into audience interests and habits to assist with decision making. Really well developed tools can reveal a great deal more.

I feel like I am just scraping the surface of what is possible. Anyone see other possibilities?

Actually, it would be interesting to know who many people out there are considering shifting primarily to digital programs, outside of any content you have available for persons with disabilities.

Podcasting As The Next Wave Of Marketing Placement?

by:

Joe Patti

Last week I saw an article reporting that podcasts have been a growing revenue source for NPR in recent years.

NPR podcasts reach more than 21 million people, and the most popular shows have over 5 million listeners every month. Moffet said NPR’s podcasting numbers are comparable to that of prime time television in terms of advertising reach for a brand.

Monthly, NPR has about 163 million users, and hosts seven of the top 20 podcasts in the United States.

I mentioned to a colleague we might want to look into whether our local stations offer any opportunities to insert promotional messages into podcasts on a regional basis. It seemed like a good opportunity to target specific demographics and affinity groups. According to the article, very few people skip the mid-program sponsor mention making that a prime placement location.

My colleague mentioned that one station she was aware of did insert promotional messaging into podcasts, though I didn’t think to clarify if that was for content produced locally at the stations or was in nationally distributed podcasts.

In any case, it seems like something to look into in order to put a little pressure on stations to considering offering that capacity. (I strongly suspect there are people already working on it.) It might also be an opportunity to nudge stations to carry and promote more locally/regionally based podcasts are part of their mix.

Or even better, arts organizations may want to cut out the middleman, research who is doing a locally/regionally based podcast, and arrange to sponsor their work. If you are looking to diversify your audience base and there is already someone reaching those demographics with podcasts, depending on the scale of their operation sponsorships can potentially help them expand their reach, buy better equipment, and reimburse them for what has been a labor of love. Cultivating a good relationship with them might yield better results than a broadcast radio program with comparable listeners.

Arts Incubators Can Offer A Different Type of Education

by:

Joe Patti

An article from Oregon Arts Watch about an arts incubator program, Tulatin Valley Creates  rolled across my feed this week. The article inevitably talked about how the program helped artists apply for Covid relief from various entities across the span of the last year.

What I was interested to see was artists talking about how participation in the incubator helped them re-evaluate their work and employ a new approach.

Julian Saporiti who graduated from Berklee School of Music drew a distinction between the training received in degree programs and in the incubator:

“That’s different from education programs that focus on individual virtuosity,” he says. “The incubator classes were very much emboldening participants, with the aim being to spread that collaborative approach to the rest of the community.”

One artist, Emily Miller, said that conversations in the incubator lead her to broaden her approach.

“What I realized during the incubator and looking at it from different perspectives is that I had to keep redirecting conversations away from the same narrative we hear about ocean plastic — whose fault is it? How can we solve it? The incubator helped me get from that point to, ‘OK we understand this problem — now where are we going?’ I want people to focus on creative transformation, and how they can apply it in their own lives — even if they have nothing to do with ocean plastic.” The changes she’s making as a result broaden her project’s relevance to more people.”

Another participant, Jamie Cromier, went in planning to open a gallery but her thinking evolved after recognizing a number of factors:

“…she decided instead to partner with people in the community who were already working in that area, and to focus instead on what she was passionate about: not the administrative work of founding and running a gallery (while raising three children), but instead helping them make art that served mental health. She wound up creating art boxes that would go out to people with mental health issues who could use them to create art.”

I appreciated the fact that the incubator program has a process which is helping people think and reflect on their plans and practice. Hopefully there are other programs out there having similar outcomes.

Ten Pounds of Arts Funding Doesn’t Yield 20 Pounds of Peace

by:

Joe Patti

So like me, you may have been driving home Monday night and heard an interview on NPR conducted by host Mary Louise Kelly with poet Tess Taylor discussing art as civic repair.  Taylor talks about how a plethora of festivals in Belfast have helped people to come together peacefully since the Good Friday Agreement brought about a general cessation of violence in Northern Ireland.  She draws some parallels to political division in the United States.

She tells a story about being assigned to write a travel story about Virginia shortly after the 2016 election. She arrives in Floyd, VA, a mecca of bluegrass and is torn between being upset at the election results and wanting to square dance.

KELLY: You write, (reading) I realized I could either be mad or I could dance, but I can’t do both, so I’m going to dance.

TAYLOR: There might have been so many people right then at that square dance with whom I really had nothing to say about politics. But while we’re doing this dance, we’re actually partaking in a community action that takes place with an old pattern, and people swing around, they have to change partners, nobody can be left out, everybody is called in, and I understood the square dance is a ritual meant to build community and meant also to be sure that people had some relationship with one another so that they were kind of agreeing, perhaps, in a rural, small community to care for each other in some way. But I also felt very amazed by the ability of the dance itself to make me feel more able to work with people around me and to feel as if somehow, in that moment, we had put aside our differences and come together into something bigger.

As the interview closed, it was mentioned that Taylor had written a longer piece on this subject for Harper’s this month so I sought the article out.

There was a great deal of nuance in Taylor’s piece which was careful to say while there were similarities between the friction in the U.S. and Northern Ireland, there were differences that made them, and thus the solutions, distinct.

What I really appreciated was just how much Taylor’s article paralleled my post yesterday about viewing the arts as a prescriptive solution for problems. While Taylor cited research that showed how arts activities can create bonds of friendship, empathy and cooperation, she also noted arts weren’t, and will likely never be, the totality of the solution for Belfast in and of themselves. (my emphasis)

…Artists knew that arts programming was an effective means of weaving people together; they had written many grants justifying projects in these terms, and some were tired of the process. Some expressed concern about instrumentalizing art. “It’s not as if you put in ten pounds of arts funding and get out twenty pounds of peace,” said Glenn Patterson.

…But Durrer is the first to say that investments in reconciliation are naturally hard to quantify: “It’s not as if you can count the number of Protestants and Catholics who sat next to one another in a theater and know anything about how well people are actually reconciling.” My friend Stephen Connolly, a poet, warned me that the festivalization of Belfast can at times feel like a “manufactured peace.” Others felt uneasy about looking to anything in Northern Ireland as a model. Everyone stressed that what had been achieved in the north of Ireland has since frayed and grown tender.

But FitzGibbon, who has collaborated with Boyd on outdoor performances and directed the Belfast Children’s Festival for thirteen years, also emphasized the giddy feeling of making interventions that seemed to result in collective delight.

There is a lot of thoughtful reflection in the Harper’s story and it bears looking at regardless of whether you are considering connecting the arts with social change.