Break a Leg, Not the Bank: A Guide to Promoting Shows and Buying Effective Advertising

This six-page article by theatre marketing consultant Julie Nemitz explaiins why relying solely on organic social media posts, desperately hopeful press releases, and your board member's cousin's Facebook share is not a marketing strategy—it's wishful thinking. The myth of "we can't afford advertising" needs to exit stage left, because, she says, the reality is you can't afford not to advertise.