Eugene Carr and Michelle Paul to Embark on Promotional Book Tour

Fundación Autor to Publish and Distribute ‘Breaking The Fifth Wall: Rethinking Arts Marketing for the 21st Century’ Throughout Spain

New York, NY – November 22, 2011

Patron Technology Founder and CEO Eugene Carr and Product Manager Michelle Paul, co-authors of the newly published book, Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, are scheduled for a four-city tour in Spain to promote the Spanish publication of the popular book.
Fundación Autor is publishing and distributing the book throughout Spain and has arranged the co-authors’ book tour that begins Monday, November 28th in Madrid, continues in Valencia on November 29th and Barcelona on November 30th through December 1st, and ends in Bilbao on Friday, December 2nd.

Ruben Gutierrez del Castillo, Fundación Autor’s research department coordinator, says, “One of the main aims of Fundación Autor is audience development. In Spain, during the last 30 years, much has been done regarding supply (the building of infrastructure to support artists and arts organizations), but we haven’t focused on activities oriented to demand. In this regard, the advent of new arts marketing technology represents a good opportunity to achieve this, and Eugene Carr and Michelle Paul are the best people to show the Spanish arts professionals how to do it.”

He continues, “Alongside with the publication of the book translated into Spanish, we’ve chosen to offer day-long workshop programs in Madrid, Valencia, Barcelona, and Bilbao as these are among the most active cities in Spain for the arts and have a strong community of managers and marketers from both the public and private sectors.”

Fundación Autor is the foundation of SGAE, one of the leading societies of authors in Spain. Fundación Autor works for the promotion of arts and culture (specifically in the field of music and performing arts and in the visual arts). It provides research, training, and international promotion for SGAE members.

Mr. Carr and Ms. Paul’s book Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, written for arts marketing executives, leaders, board members, and all those interested in audience development for the arts, proposes a new framework for arts marketing in the digital era.

Included are chapters that cover:

●    A nationwide survey of online arts patron behavior
●    E-mail marketing
●    Social media
●    Websites and online ticketing
●    Customer Relationship Management (CRM)
●    Future trends in online marketing

Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century ( encourages managers to embrace the new tools and technology available today which can empower them to transform their organization’s audience-development efforts.


ABOUT PATRON TECHNOLOGY: Patron Technology strives to revolutionize the arts industry by offering world-class customer relationship management (CRM) and e-mail marketing technology at a price that every organization can afford. Founded in 2001 by Eugene Carr, the New York City-based company is the leader in e-marketing technology for arts and non-profit organizations. The company’s PatronMail e-mail service is used by over 1,800 arts and cultural clients in all 50 states and eight countries overseas. Patron Technology is dedicated to educating the non-profit community about e-marketing. In the spring of 2011, Eugene Carr (CEO) and Michelle Paul (Product Manager) co-authored and published the book Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century. In addition, the company presents a regular schedule of live e-marketing seminars across the country, monthly e-mail newsletters, blogs, and live educational webinars.

ABOUT EUGENE CARR: Eugene Carr, founder and CEO of Patron Technology, has been an innovator in the area of e-marketing for arts organizations for 15 years. In 1996, AOL invested in his first Internet company,, which became an award-winning nationwide arts calendar and online ticketing service. In 2001, Mr. Carr founded Patron Technology, and its PatronMail is used by more than 1,800 institutions in all 50 states and eight foreign countries. PatronManager CRM, launched in June 2010, is an all-in-one web-based system built in partnership with and the Salesforce Foundation that combines ticketing, subscriptions, fundraising, e-mail marketing, and staff collaboration. Mr. Carr co-authored with Michelle Paul, Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, which was published in April 2011. He also writes the popular blog: Wired for Culture.

ABOUT MICHELLE PAUL: Michelle Paul, product manager for Patron Technology, oversees the technology development of the company’s new products and services, and she is primarily responsible for guiding the development of PatronManager CRM, the company’s integrated box office, fundraising, and e-mail system. She co-authored with Eugene Carr Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, published in April 2011. A close observer of social media trends, Michelle has been giving seminars on the topic since 2008, including sessions at Patron Technology’s annual E-marketing E-mersion E-vent, the Arts Reach National Arts Marketing Conference, ELNYA, and the Arts & Business Council of New York, as well as Patron Technology’s webinar series, “Facebook for Arts Organizations.” Michelle is an ELNYA (Emerging Leaders of New York Arts) Fellow for 2011-12 and a graduate of Wesleyan University with a BA in Classics.

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