A show goes through various phases of print advertising during the course of its life: the pre-opening announcement ads, the post-opening quote ads, and then the ads announcing Tony-award nominations and/or wins (if you're lucky). All of these are generally full page or two page (aka “double-truck”) ads in full color. There is nothing more glorious than opening The New York Times and having your “double-truck” leap off the page. After that, the show enters its “maintenance” phase and, as with any brand, the challenge becomes keeping the show’s brand fresh and relevant - and continuing to expand the show's audience over a course of several years.
