Lazare Writes Copy For Brahms And Beethoven

When you read Lewis Lazare each morning as I do, you begin to see patterns emerge. And they’re not exclusive to the man’s take on the ad business. He tends to weave in quite a few stories about high culture, mainly of the theatre variety. Today he turns his attention to the symphony.

Ravinia Festival President and CEO Welz Kauffman began his career in the classical music business as a copywriter in the Los Angeles Philharmonic marketing department. One of his sobering realizations about classical music marketing, however, is that all the glorious descriptives a gifted copywriter can use to sell the music aren’t really as effective a tool as the music itself.
That is why the Ravinia Festival, on the pastoral southern edge of Highland Park, is making a dramatic addition to its marketing initiatives for the 2006 summer season. Tucked inside each of the hundreds of thousands of elaborate Ravinia season brochures that will begin hitting local mailboxes this weekend is a compact disc sampler featuring more than 52 minutes of excerpts from works the Chicago Symphony Orchestra will perform over the course of the summer at Ravinia.
Kauffman isn’t relying on the new compact disc marketing tactic to solve all of his problems with the CSO concerts. This season he’s also scheduling more CSO concerts midweek rather than just on back-to-back weekend nights and mixing up the times and venues at Ravinia. He’s also encouraging Ravinia regulars to bring several uninitiated friends along and is offering them incentives to do so, part of what is billed as a “Full House” program.

Lazare is a Dartmouth educated aesthete. What is this poor man doing analyzing advertising for a living? It’s so coarse. So common.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. WOW Ravinia. What used to work 27 years ago to get a south, south, south suburb college student ( Iowa/ home ec major even) must not work anymore these days.
    Who remembers Chuck Mangioni and plastic wine glasses in the park with crackers and cheese and red and picnic blankets?
    oops we were only 19!