Opera, which was born in Italy at the end of the 16th century, is struggling for survival in the country of its birth. The demand for tickets is falling; according to one estimate, the number of operagoers in Italy has fallen, over the years, by 20%. The costs of mounting operas are rising, and the art form usually caters only to small audiences at a time.

When you think about it, many mature industries face similar problems, with corporations fighting for larger shares of a shrinking market and accepting smaller profits. They follow their customers' life cycles and eventually die. That raises the key issue: Is it possible to stoke demand in mature markets?

(Opera San Jose, photo by Pat Kirk)