From Kieran Cooper, Director, Catalyst Arts
Christopher Lawrence’s article (‘A tale of two cities’, ArtsProfessional issue 62, November 17), gave an interesting insight into the Academy of Ancient Music’s experiences of getting hold of customer data to promote their events. This is an issue that impacts on many venues and touring companies as well as orchestras.
One the recommendations following our recent study of the use of audience data (see ‘The thirst for knowledge‘, ArtsProfessional issue 62, November 17) is that the Arts Councils should investigate this issue in depth and undertake wide consultation on the subject. I’m happy to report that the Arts Councils in England, Wales and Scotland are planning such an initiative to start next year, with the aim of publishing a guide to best practice, including advice on contracts, in 2005.