“In an unusual move for an arts organization, the Baltimore Symphony Orchestra has created a yearlong ‘embedded reporter’ fellowship to help tell patrons and potential supporters about its work,” writes Cassie Moore in Monday’s (4/21) Chronicle of Philanthropy. “The group recently underwent a website redesign and was encouraged by new board member Amy Webb, head of Webbmedia Group, a Baltimore digital-strategy consultant, to develop more ‘self-generated content as a way to better engage our patrons,’ says Eileen Andrews, the orchestra’s vice president for marketing and communications. The orchestra’s patrons, she says, have consistently ranked stories about musicians’ offstage lives as the most interesting content in the group’s performance programs, so providing more stories in this vein is intended to drive interest and web traffic. … ‘It’s not sales-focused, it’s not stories about concerts that are coming up and we’re trying to get you to buy a ticket,’ …says Ms. Andrews. ‘We’re meeting our audience on new terms and often their terms.’ Ultimately, though, she hopes the effort will help the organization’s bottom line. The embedded reporter, slated to begin working this summer, will develop feature stories and lighthearted content such as lists and quizzes. … The fellow will be paid a stipend of $38,000 plus benefits.”
Posted April 24, 2014
