ON A ROLL: MARGERY SINGER

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Entertainment marketing expert Margery Singer was VP-marketing for New York's Madison Square Garden for three years before becoming an independent consultant to the theater industry in 1991, crafting promotions and sponsorships for Broadway shows. Tie-in partners have included American Express Co., A&P Co. and Sprint Corp.

Age: 45.

Coup: Helping orchestrate an 85-store Macy's promotion to win a role in "Footloose" when the music hits the road on tour next month.

Insight: Broadway theater producers were always good at advertising and public relations, but the promotion side was untapped. Now they're becoming very creative and aggressive in flexing their marketing muscles.

Watch for: More sweepstakes, in-store promotions, discount tickets with merchandise purchases and tie-ins offering hands-on theater experiences for kids and families.

Fact: Broadway is New York's biggest tourism draw. Musicals remain the hottest tickets on Broadway because they appeal to the broadest audiences. Families are the fastest-growing sector of theater audiences.

Opinion: Broadway audiences are becoming more suburban, younger and more mainstream. Promotions tapping these audiences are powerful two-way partnerships giving publicity to shows and product sales boosts through Broadway's consumer appeal.

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