Final report and guides on Audience Development published!
News, EU Culture Policy, Audience Development, Museum Management, Sharing | 25.04.2017

The study "Audience Development. How to place audiences at the centre of cultural organisations" results in two guides on tools and rules for and of Audience Development and a final report that were now published!

Many culture makers have embraced the theme of Audience Development (AD) to gain new and larger audiences. But how can they be reached? And how can cultural institutions measure their efforts and success?

This study aimed to provide answers to these questions by offering successful approaches and methods in the area of audience development as well as to equip cultural leaders with the means to make a convincing case for becoming more audience-centric internally, (towards boards of directors, communication and artistic departments, advisory committees and other decision structures) or externally (public authorities, patrons, friends schemes, sponsors, etc).

The study can help two fold, to guide in policy development especially towards the European Commission and  to create conditions for true AD. It aims at:

  • providing innovative approaches and methods in the area of AD to the European Commission;
  • providing a basis for selection criteria in future calls for proposals framed by the Creative Europe Programme;
  • equipping cultural leaders with developed means for making a convincing case, within an organisation, for a transition to an audience-centric approach;
  • investigating common elements across the diverse European landscape, clear differences and potential peer-learning opportunities.

The resulting material is divided in four aspects:

Guide Part I – Tools of Audience Development: A Practical Guide for Cultural Operators

Guide Part II – Rules for Audience Development: Key recommendations

Final report

Catalogue of Case Studies

The study was promoted and commissioned through an open call for tender by the European Commission – Directorate-General For Education And Culture and prepared through Fondazione Fitzcarraldo, Culture Action Europe, ECCOM - Idee per la Cultura and Intercult.

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