The study 'Audience Development. How to place audiences at the centre of cultural organisations', a European Commission initiative, has resulted in the publication of guides on tools and rules for audience development, a final report of findings and catalogue of case studies.
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
Catalogue of Case Studies
Promoted and commissioned through an open call for tender by the European Commission - Directorate-General For Education And Culture this study was prepared through Fondazione Fitzcarraldo, Culture Action Europe, ECCOM - Idee per la Cultura and Intercult.
Click here for further information and to access the material.