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The highly regarded audience development agency MAX, which was originally established in 1991 as an ACE-funded membership-driven distribution and marketing services agency, is to be wound up at the end of the financial year.
A combination of factors, including the loss of key staff and the expressed intention of its Chairman to resign next year, has left the agency vulnerable. Although short- term funding is secured, the Board was uncertain about medium to long-term prospects and felt that recruiting new staff would be too difficult under the circumstances. Southern and South East Arts, which is a principal funder of MAX, is now proposing to undertake a region-wide review of marketing and audience development needs in its region, which also supports three other agencies. Meanwhile, as MAX prepares to close, Wolverhampton Arts Marketing has received funding through West Midlands Arts for a two year programme to create a joint marketing organisation. The new venture aims to raise the city?s arts profile to attract tourists and new businesses.