Word of mouth has always been the ideal. But the Internet has provided a new and, some say, vastly improved set of tools to generate it: not just e-mail blasts but also Web sites, banner ads, search-engine pop-ups and blog coverage. In the last few years these tools have reshaped the way the theater reaches its audience.
Wednesday, July 12, 2006
How theatre producers are generating word of mouth online, by Jesse Green in The New York Times.