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I think of this book as a succession of topics or essays, providing not only the rationale and the tools for a practical approach to audience development, but a considerable quotient of evangelism, too. For my experience has taught me that the inspirational factor—the leap to faith with a newly shared vision of what is possible—causes those who had previously feared failure to find the confidence to move forward boldly, purposefully and successfully.
—Danny Newman, on Subscribe Now!
Subscribe Now! is the most persuasive concert ticket seller since Beethoven wrote his nine symphonies. Buy it, borrow it, steal it, but get your hands on it.
–Ralph Black, American Symphony Orchestra League
Danny Newman has become a household word to America's cultural institutions. He is a unique figure in the American performing arts…It would be easier to list those organizations which have NOT tapped his fantastic stream of ideas and his brilliant articulation in favor of pushing the arts where it matters most-with the public.
–The Houston Chronicle
I consider his services indispensable. Danny's advice allowed us to make the enormous subscription gains we made, without which Actors Theatre would have closed in our first year. Danny provides the theatres with operating funds and is particularly valuable to new theatres and theatres not using his methods before.
–Jon Jory, Producing Director, Actors Theatre of Louisville
Danny Newman's book is 'must' reading for all cultural impresarios. It's the definitive study on how to increase attendance for symphonies, ballets, operas and music festivals.
–Irv Kupcinet, Chicago Sun-Times
The most knowledgeable subscription man in America.
–Cincinnati Post and Times-Star
The gift of Danny's knowledge and expertise increased San Diego Opera's season ticket sales over 300%. This success permitted us to grow in a way unknown before!
–Kenneth K. Caswell, General Manager, San Diego Opera
The best single book on how to build an audience.
–Dick Weaver,
Association of Theatrical Press Agents and Managers
Danny Newman (1919–2007) was a press agent, promoter, and manager on behalf of a range of performing arts projects for a half-century. From 1961–1981, Newman served as audience development consultant to the Ford Foundation and Theatre Communications Group. He was also the long-time press agent for the Lyric Opera of Chicago, from its founding in 1954 until his retirement in 2002.