With deficits becoming the rule rather than the exception, and public interest in classical music stagnant at best, American orchestras are searching for ways to reinvent their product without alienating their core audience. No one’s done it successfully yet, but many people in the industry are betting that Deborah Card, the Chicago Symphony’s new executive director, may eventually lead the way. “Our responsibility as administrators is to make sure that people have the best possible access to those concerts. We have to step up to the challenge of understanding that we’re in a marketplace, and the marketplace must be attended to. We have to be sure that our product — that sounds so crass — is delivered in the way people want to receive it.”