Going into the market without denying yourself - that's the issue

Sponsorship repels audiences. That could be a conclusion of the research carried out at Oerol by Inholland's Media, Culture and Citizenship and Media and Entertainment lectorates. With the central question "How can Oerol survive without government funding?", they are investigating the public's reaction to commercial expressions.

"The question is how to apply marketing strategies without denying the identity of the festival" says Media and Entertainment lecturer Wes Wierda. "Oerol dra...