With the rapid changes in technology and the new mediums that constantly appear for delivering marketing messages, it's surprising how some basic marketing tactics have an evergreen quality.
I was looking over the site for the Theatre Communications Group and ran across a pair of archived articles on marketing season packages and single tickets in tougher economic times. The first is a primer written for TCG in 2003 by Jim Royce on capturing and renewing season subscribers. The second is an NY Times article from 2002 by Robin Pogrebin, in which she discusses the phenomenon of ticket buyers waiting later and later to make their purchasing decisions.
Royce covers a lot of basics, from courting single ticket buyers within days of their attendance, to combating some of the most common reasons current subscribers don't renew. For me it was worth the ten minute read.
Both articles can be found in the May, 2003 edition of TCG's Centerpiece Focus on Marketing.
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