Chicago critic Kris Vire was participating in a panel about "The Incredible Shrinking Arts Media:"
...I was struck at tonight's discussion by the remarks of a gentleman representing another theater company, who seemed particularly frustrated by the panel's focus on the web. I'm paraphrasing here, but his question was something like, "What do you do when 90% of your audience is not online?"
Um…your organization dies?
I don't mean to seem glib, and I didn't get to answer this person's question as thoroughly as I'd hoped in the moment. But—and I'm assuming that since his audience is not online, I won't be offending them by writing this here on the intertubes—if you intend on remaining complacent with the audience you already have, and you're not attempting to attract new audiences: You. Will. Die.