Performing arts audiences are evolving. Some patrons still cherish the feel of a printed program book, while others expect instant access to information on their phones. If your organization is relying only on print, you might be missing a major opportunity to engage with a growing digital-first audience.
The key to reaching everyone is embracing digital tools. Here’s why integrating digital program solutions is critical for audience engagement in 2025.
1. Younger Audiences Expect Digital First
Millennials and Gen Z consume information differently than past generations:
- 82% of Gen Z prefers digital content over print.
- More than 90% of all texts are opened within three minutes.
- Mobile ticketing and mobile-first engagement are now standard expectations.
Offering an SMS-delivered digital program ensures younger audiences have immediate access to event details—right where they expect it.
2. Print-Only Models Miss Critical Engagement Opportunities
Print programs are great for tradition, but they don’t offer:
- Clickable content to drive ticket sales or donations.
- Video, audio, or behind-the-scenes content to deepen patron engagement.
- Real-time updates for last-minute cast changes or announcements.
By integrating digital elements alongside print, your program books become a powerful marketing tool rather than just a static handout.
3. Digital Programs Offer Measurable Data & Insights
Unlike print, digital programs provide real-time audience analytics, helping you:
- Track which sections of the program patrons engage with most.
- Identify sponsorship ROI through measurable ad engagement.
- Collect mobile phone numbers for future marketing.
With tools like Audience Access, organizations can capture valuable data that informs future programming, marketing strategies, and sponsorship sales.
Conclusion: A Hybrid Approach is the Future
Reaching your entire audience requires a balance of tradition and innovation. A hybrid approach—offering both print and digital programs—ensures every patron is engaged in the way they prefer.
Want to connect with your audience in new ways? Let’s talk about how a digital-first strategy can enhance your engagement. Get started today!
