Royalties

There's a few really important things to note on programs! Firstly, let's look at quality. You will always get the theatre goers (like me) who will grab a program whatever the quality, whatever the cost. I think it's a good thing to have as a memory of a show - I will (and often do) look through my programs and remember the show. I also like to know who did what for a show so that I can look out for specific people in adverts for future productions. Eg: I really like Paul Treasure's direction, so if he's directing a show I will do my best to go and check it out :) The other side of the coin though is those people who do not share my philosophy. They don't see the point of the program - it's just another expense. However, what I have seen in my time is that if the program looks slick and professional, people will buy it. If you go for colour, large photos, glossy pages and a decent thinkness people will buy them. At least that's what experience tells me. Every time I've done programs of that style I've sold out. Also I normally put a $5 (or more) price tag on them. This is actually another strategy for moving them. Put value on your work! if you undervalue it, people don't have the respect for it that they should. I see it all the time in my day job - if you offer things for free, people either take them for granted or don't value them. When I send out free tickets, my accompanying letter says "Please accept tickets TO THE VALUE OF $X" (without the capitals of course) rather than "Please accept 2 free tickets". This creates a stronger perception that people are getting more for their time. Don't underestimate the power of people's perceptions... Also, I think it's important to have someone specifically selling programs. If you just have them at a desk where people will need to take the initiative to come up and ask for one then they probably won't go. If you have someone going around asking people if they would like to buy one you're more likely to move them. It's the same principle that I used to live by when I worked in the retail industry: People are lazy, you HAVE to do part of the work for them - this means taking the product directly to them rather than expecting them to come seeking it out. I know that sounds cynical and (to a point) quite nasty, but experience tells me that it works. Anyways, that's what I have to say on the matter - as I've said before, Theatre is 50% art and 50% business - it's a sad reality, but we DO need to think from a business perspectvie a lot of the time. Darren