A Reader on Audience Development and Cultural Policy

This book brings together, for the first time, twenty-two chapters on arts marketing and audience development. Edited and curated to be accessible to both academics and those working in the cultural sector, the book provides an invaluable resource for anyone interested in the traditions, philosophies and approaches which underpin our ideas about increasing audiences for the arts. Covering a range of topics and international perspectives, it tells the story of how arts marketing and audience development came to be such an important management practice in the cultural sector. This edited volume discusses the relationship of audience development to arts management and cultural policy and outlines the foundational arguments which have led to contemporary debates around everyday creativity and cultural democracy. By providing vital insights from both the theory and practice of arts marketing and audience development, the book will serve as an excellent reference work for researchers. Simultaneously, this book will also be an invaluable read for those working in cultural leadership and arts management roles. The chapters in this book were originally published in various Routledge journals.

Introduction: Arts Marketing, Audience Development and Cultural Policy Part 1: Arts Marketing 1. A strategic logic for arts marketing 2. Arts Marketing Performance: An Artistic-Mission-Led Approach to Evaluation 3. When Arts Met Marketing: Arts Marketing Theory Embedded in Romanticism Part 2: Audience Development 4. Behaviour and Attitude: The Theatre Talks Method as Audience Development 5. Arts Audiences: Establishing a Gateway to Audience Development and Engagement 6. Spontaneity and planning in arts attendance: insights from qualitative interviews and the Audience Finder database Part 3: The Role of the State 7. ‘Rethinking the missionary position’ – the quest for sustainable audience development strategies 8. Audience Development and Social Inclusion in Britain 9. The Role of Government in Marketing the Arts Part 4: Culture and Participation 10. The Social Stratification of Cultural Consumption: Some Policy Implications of a Research Project 11. The Participation Myth 12. Collecting and classifying data on audience identity: the cultural background of festival audiences 13. The coming crisis of cultural engagement? Measurement, methods, and the nuances of niche activities Part 5: International Perspectives 14. European Commission Final Report: Study on Audience Development – How to Place Audiences at the Centre of Cultural Organisations 15. Audience Development and its Blind Spot: A Quest for Pleasure and Play in the Discussion of Performing Arts Institutions 16. Can Audience Development Promote Social Diversity in German Public Arts Institutions? 17. Review of European Expert Network on Culture’s Audience Building and the Future Creative Europe Programme, 2012 Part 6: Reviews and Reflections 18. “Marketing from the Art World”: A Critical Review of American Research in Arts Marketing 19. Leading or Avoiding Change: The Problem of Audience Diversification for Arts Organisations 20. Understanding of the Value and Impacts of Cultural Experience – A Literature Review 21. Examining the state of the art of audience development in museums and heritage organisations: a Systematic Literature review 22. Reflections on Audience Data and Research

Steven Hadley is an academic, consultant and researcher working internationally in arts management, cultural policy, and audience engagement. He is currently a Research Fellow at Trinity College Dublin (Ireland), and a Visiting Lecturer at Leuphana University of Lüneburg (Germany). Steven is an Associate Consultant with The Audience Agency, Counterculture and CKI (Denmark). He sits on the Steering Committee of the Cultural Research Network, the Editorial Board of Arts and the Market and is Policy & Reviews Editor for Cultural Trends. Steven has lectured, taught, and delivered training in over thirty countries globally and works as a consultant for a wide range of cultural organizations. His recent published work has focused on cultural democracy and audience engagement.