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- W11583279 abstract "This chapter examines the relationship that museums have developed withtheir audiences, and undertakes a brief history of the development of that role.It draws examples from museum marketing in four Commonwealth countries:the UK, Australia, New Zealand and Canada, which have a similar historyand funding approach. One of the most serious issues facing museum marketers today is the erosion in the proportion of revenue provided by government, which needs to be supplemented by audience revenue and givingfrom individuals and trusts. This tripartite funding model – government,audience and ‘sponsor’ income – is essential to museum sustainability. Theerosion of government income gives marketing a boost, as it becomes animportant tool for helping to fill the funding gap left by declining governmentrevenue. This chapter contributes to understanding the relative value ofdifferent types of audiences to museums. Audiences are important, especially when government support is reduced and the arts are both pressuredto be more business-like and more attune to the needs of diverse audiences." @default.
- W11583279 created "2016-06-24" @default.
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- W11583279 date "2007-03-30" @default.
- W11583279 modified "2023-09-23" @default.
- W11583279 title "Museum marketing: understanding different types of audiences" @default.
- W11583279 doi "https://doi.org/10.4324/9780080472058-12" @default.
- W11583279 hasPublicationYear "2007" @default.
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