community + cultural info

"The Mayhem of Marketing, Art and the Mission"
"Don't Sell Out; Nobody's Buying"

Are we moving from customer orientation to pandering?  How do we 
"quality" in an environment where demand and taste is often manipulated 
clever marketing? How far can we go with the adoption of contemporary, 
consumer-behavior marketing strategies without losing focus -- and, 
business?  What are the limits of what commercial marketing can teach 
us? How 
can we adopt marketing strategies that truly assist us in diversifying 
expanding our audiences without falling victim to a dependence on 

For a discussion of these and other challenging questions, please join 
us for a 
presentation by MURRAY HORWITZ, Director and COO of the American Film 
Institute's Silver Theatre and Cultural Center near Washington, DC.  
Prior to 
this appointment, Horwitz was Vice President of Cultural Programming 
National Public Radio for four years and before that, NPR's Director of 
Classical Music, and Entertainment Programming.  He still appears as a 
commentator on NPR, where he won the National Medal of Arts and three 
Awards.   Horwitz's accomplishments in the performing arts include 
and co-writing Ain't Misbehavin', the hit Broadway musical based on the 
of Fats Waller, which won Tony, Obie, Emmy, Grammy, and New York Drama 
Circle awards. Since 1998, he has been creative consultant to the 
Center's annual Mark Twain Prize ceremonies.  Horwitz began his career 
as a 
clown with the Ringling Brothers Barnum & Bailey Circus, where he 
performed for 
three years.  He has appeared at The Kennedy Center, The Manhattan 
Club, and The New York Shakespeare Festival/Public Theater in the 
one-man show, 
An Evening of Sholom Aleichem.  Horwitz has directed and written the 
for many prominent events, including several at Carnegie Hall, the 
Center, and the White House.  His written works also include 
television, film, 
and theater projects for studios and networks, including HBO, ABC, CBS, 
Century Fox, and Universal Pictures.  Prior to his work at NPR, Horwitz 
acting director of the National Endowment for the Arts Opera-Musical 

You are invited to join us for this event!

This presentation is another event of the Master of Arts Management 
inaugural season of Arts Management in Context.  This series will 
feature the 
leaders of national arts service organizations and prominent arts 
offering their perspectives on a wide-range of issues affecting arts, 
society and public policy at national and local levels.

Arts Management in Context
Murray Horwitz, Director and COO
American Film Institute's Silver Theatre and Cultural Center
Saturday, October 4, 2003,
12:30pm -2:00pm
Breed Auditorium
Margaret Morrison Carnegie Hall
Carnegie Mellon University

RSVP required!
go to
download the form and fax it back to 412.268.3590
no later than Monday, September 29th at 12.00n.

Admission: $5 at the door (cash or checks only).

A campus map showing Margaret Morrison Carnegie Hall is available at

Free parking available at the East Campus Garage (Beeler Street at 
Avenue) or Morewood Gardens Parking Lot (Forbes Avenue west of Morewood 

Beverages and sweet treats are provided.  You are welcome to bring your 

Upcoming Arts Management in Context  speakers include:
Sandra Gibson, President & CEO of the Association of Performing Arts 
Jack Walsh, Acting Director of the National Association of Media Arts 
Ben Cameron, Executive Director of Theatre Communications Group; and
Robert Lynch, Executive Director of Americans for the Arts.
Additional speakers and topics will be announced soon.

To receive an email invitation to future Arts Management in Context 
presentations, please send an email to: with the 
appropriate email address.

Questions? Please contact us at

Master of Arts Management Program
a professional graduate degree program
offered jointly by the
College of Fine Arts and the
H. John Heinz III School of Public Policy and Management
Carnegie Mellon University  |  Pittsburgh
   T: 412.268.8436
   F: 412.268.3590