Developing a culturally diverse audience...

Journal of Arts Marketing Issue 21 – April 2006 How to develop a culturally diverse audience The recently published book on cultural diversity and audience development, Navigating Difference , lists well over 100 information resources relevant to arts organisations trying to develop culturally...

More for less – developing arts ma...

Arts Professional: Essential audiences 30 January 2006 More for Less Heather Maitland reflects on what arts marketers can do to introduce new ideas and practice How open are you to new ideas for developing your audiences, visitors or participants? For many of the arts marketers I meet, this is a pointless...

Cultural identity and segmentation...

Journal of Arts Marketing Issue 18 – July 2005 How can marketers respond to cultural identity? Many of us have targets for attracting visitors, audiences or participants from specific ethnic groups. But ethnicity is not a particularly useful basis for segmentation. Several pieces of research...

Marketeum – Turning Interest into ...

Marketeum 05 Turning interest into action: reaching the potential visitor Heather Maitland Four out of ten people in the UK have visited a museum or gallery in the past 12 months whereas six out of ten have visited a cinema. But 53% of the people who had not been to a museum or gallery give reasons...