Customer loyalty and subscription

There can, however, be disadvantages to focusing on subscription. You might, for example, create a ‘demographic time-bomb’ – subscribers are often older attendees, and should your pool of subscribers dwindle, what market will you fall back on? In our poll, one respondent wrote that ‘subscriptions are the enemy of true audience development’. A popular subscription can result in a relatively homogeneous audience, which can create a significant barrier to other audiences; to put it crudely, an auditorium full of ageing middle class white people probably won’t encourage attendance from young black people.