The impact of the Internet on audience development: Examinations of the web sites of the Baltimore Symphony Orchestra, National Symphony Orchestra, and Philadelphia Orchestra

American orchestras have endeavored to provide excellent musical experiences and programs to expand attendance to classical music events. They have tried to attract audiences with different types of music pieces, educational concerts, family events, and media presentations. This study investigates how new technology, specially the Internet, develops classical music audiences. Orchestras have effectively used their Web sites by offering online ticketing service, e-mail, and educational materials to cultivate a relationship with music patrons and provide musical knowledge so that audiences can be more comfortable with classical music and its environment. Online chats between audiences and musicians, webcast presentations, or downloading music files would be the next challenge to attract new audiences. To analyze the Internet's impact, case studies of three orchestras were conducted to explore and observe each Web site, its contents and its place in the organization's operations.