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My first book, Marketing Broadway, debuted in 2020. Learn more about the book here and stay tuned for new writing projects coming soon.

This book is the product of a year of research and work, as well as the unyielding support of friends and family. 

Marketing Broadway considers the ways marketing on Broadway has changed over time to reflect contemporary theater and its audiences. By describing and analyzing different shows over the course of the book, an overview of the industry is painted which illustrates the changes in and source of success on Broadway.

I wrote this book because, as a lifelong theater enthusiast, I wanted to find out why some Broadway musicals became so successful, while others flopped.

I believed the answer laid in marketing, which I used as the frame to look at the industry in this book.

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“I read it in one sitting without realizing it. Marketing Broadway is insightful and for anyone in the industry - tangential or ingrained.”

- Madeleine Gray, Playwright

"While still appealing to theatre fanatics, Sheehan manages to break down the intricacies of Broadway and the business of showbiz in an endlessly entertaining way that anyone can follow. From Broadway’s beginnings to the latest in Instagram influencer campaigns, Marketing Broadway is an engaging and nuanced look at one of America’s most enduring cultural institutions."

- Julian Robison, Theatre Marketing Specialist
 

"Marking Broadway is chock-full of helpful information and anecdotes. Sheehan does an excellent job delving into fascinating and relevant case studies. A valuable resource for theatre fans and professionals."

- Julia Dunetz, Theatre Producer

“Theater once reflected reality, but as more of reality takes marketing cues from the glitz and glamour of the stage, Marketing Broadway, is a must read for anyone interested in what it takes to make to turn a good piece into a cultural hit.”

— Clare Carluccio, author of Surreal: How Reality T.V. and Influencers Chance Our Perception of the World

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