University of Saskatchewan


Prize List of the First Annual ExhibitionThe basic elements of an entertainment program are a descriptive listing of the order of events and information about the careers and accomplishments of the featured performers. Printed programs have long been sold or freely distributed at theatrical and musical presentations, sporting events, conventions, and agricultural exhibitions and competitions.

Programs vary in size, appearance and objective. Those of more than a few pages typically include advertising notices for future events, available products of the featured entertainers, and advertisements for goods and services that might be of particular interest to the audience.Ukrainian-Canadian Festival

Amateur and professional arts groups often use programs to supplement income. Funds can be raised by the sale of the programs themselves as well as by the sale of advertising space.

For community events, local businesses and professionals may place advertisementss as a courtesy gesture of support. In other cases the advertiser may have a real economic interest in the specific audience attending the event. As one example, early music festival programs are full of ads from music teachers, instrument manufacturers, and merchants selling recordings and sheet music.

Rasslin Roundup.

Programs for prairie sports teams may be large and glossy. Sporting events often attract large crowds in Western Canada and their audiences include many young males, a desirable demographic to many advertisers, including breweries. Attractive programs featuring the team’s stars are an important tool to enhance local interest or ‘buzz’, and to increase the number of repeat ticket buyers and season ticket holders.

Promise, large promise, is the soul of the advertisement.
- Dr. Samuel Johnson (1709-1784),
English essayist, historian and critic.
University of Saskatchewan Archives Copyright© 2008. All Rights Reserved.