This issue of JAM will explore how word of mouth really works, whether it can be used to our advantage and how we can go about influencing the influencers.

On page 4, Heather Maitland looks at ways of measuring online and offline word-of-mouth initiatives; Mel Larsen discusses the role of arts ambassadors (page 6); and Måns Pär Fogelberg gives a real-life example of how to set up an arts ambassador scheme (page 9).

On page 14 you can read an extract from Tara Hunt’s first book, The Whuffie Factor; Jo Johnson highlights the potential of online social networks (page 16); Ozoda Muminova gives us an overview of the Guardian’s word-of-mouth research (page 18); and Eleanor Appleby tells us more about how the V&A reached new audiences with the 7th Syndikate (page 20).

This issue’s spotlight is on Isky Roberts, Tim Wood answers six questions in just one minute on page 11 and you can find out more about your local member reps on page 12. Finally, have a look at the WOMMA’s ethical checklist in our marketing top tips (page 22).

Any thoughts, comments or suggestions for JAM? Please email the Editor.