Having delved into the wide, wide world of arts overs the years in various journalistic guises it always struck me that the more dynamic and innovative the organisation, the more conservative and unimaginative it tended to be on key issues such as generating income.

A new book addresses this, using that often heard phrase at the end of a discussion on setting ticket prices – “Call it a tenner” – as its title.

The book shows that progress is being made out there and a number of arts organisations are leading the way with a bold new approach.

But it is also highlights that the sacred cows are still happily meandering through the industry and slowing down any attempts at change.

With a myriad of competing attractions these days, including ever-more sophisticated in-home entertainment, arts groups simply cannot afford to stick to the same old formula when setting ticket prices.

A little imagination goes a very long way.

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