Distribution chains are deemed long or short depending on how many
intermediaries are involved. While there is no golden rule about the length of
a chain, the shorter the chain, the more control a manufacturer has over the
presentation of the final product. Building-based repertory theatre companies
thus have complete control over their product and its presentation, compared
to the vagaries and conflicting priorities faced by touring companies. The
disadvantage of such a short channel is that the repertory theatre bears
complete responsibility for all the costs and operations involved. At the other
end of the scale, the individual craftworker is dependent on galleries and event
organizers to reach customers. While this allows craftspeople to concentrate on
their core activity, it also means that they are to some extent at the mercy of the
intermediaries in terms of support and merchandising (display and sales
effort). The writer seeking a market for his or her work often faces marketing
channels which seem more like obstacle courses, but determination pays off.
Playwright Maureen Lawrence comments (personal interview): ‘If you delve
enough and get the right information, it’s not difficult to get a play staged . . .
there are not enough good plays, it ought to be pointed out in careers
advice.’