Five Portions a Day: A Balanced Diet for a Vibrant Cultural Community is the 2006 conference of the Arts Marketing Asssociation (AMA) , to be held in Cardiff, UK from 19 – 21 July, at the Wales Millenium Centre. The AMA is the professional development body for the arts marketing industry, with over 1,900 members in the UK and internationally, will gather a variety of arts professionals from across the cultural sector to explore how we can make the most of our limited time and resources to sustain a vibrant and relevant cultural community. The conference focuses on five streams:

Check the label? - understand the audience of today;

Pick your own - define purpose, relevance and value;

Tasting is believing - get audiences involved;

Long life – build relationships; and

Fresh thinking – measure and improve. Speakers include: Peter Fisk, partner of The Foundation, author of Marketing Genius and former CEO of the Chartered Institute of Marketing; Claire Eva, head of marketing, Tate; Prof. Jonathan Drori, Chief Executive, Centre for New Media Literacy and former director of Culture Online at the Department for Culture Media and Sport (DCMS); and Paul Kaynes, Chief Executive, Audiences Central. For more information, visit: www.a-m-a.co.uk/new/conference2006.asp