The most traditional way of extending the availability of artistic experiences to
wider audiences – whether dramatic, musical, or visual, is through touring. As
we have seen earlier in this chapter, this requires mutual effort at building an
effective relationship between the touring company supplying the product and
the venue at which it is delivered to audiences. Arts marketers on either end of
this particular distribution chain need to work together to construct a common
understanding of their audience in order to adopt the most effective ways of
reaching them.