While computers have increased the options available to marketers, the benefits to arts attenders have been less immediate. Clearly, receiving better-targeted publicity because of the careful use of box office data minimizes irritation and maximizes opportunities to derive satisfaction from events of genuine interest. On the other hand, gains in customer convenience have been less obvious. Telephone queuing systems have helped box offices avoid the off-putting ‘always engaged’ effect at peak times. And technologies such as re-routing calls to agencies when all a venue’s lines are busy can help customers gain access to sought-after tickets for premium shows. However, many customers feel uncomfortable talking to computers – and some ticket agencies demand a booking fee. An area which promises genuine customer utility through the spread of information technology is internet ticketing. This is a development from which both venues and customers can benefit significantly.