To produce a situation that is commercially lucrative to a presenter, it is necessary not only to encourage people to visit a site but also to create an environment in which they are persuaded that it is worthwhile paying for the experience. The ways and means of doing this, in a manner that is appropriate to the circumstances, is this chapter’s subject.

1 Ways and means

Often the automatic assumption by some presenters is that a good financial return will need to be obtained through the ‘gate’. While this may often be so, it can be far better in some situations to have a low or non-existent fee for admittance to get people to come to a site. This may be with the straight aim of increasing visitor throughput, or with the ...

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