Are there Limits to Financing Culture through the Market? Evidence from the U.S. Museum Field

Abstract

The commercialization of nonprofit organizations has recently taken center stage as one of the pivotal policy issues facing this sector in the United States and elsewhere. In many ways, American museums have long been at the forefront of the trend with the operation of retail activities in the form of museum stores, mail-order catalogues and, most recently, web-based virtual shops. While museums in other parts of the world have begun to follow the American example, there has been relatively little scrutiny of the viability of this commercialization strategy. This article examines US tax and census data to chart the development of museum merchandising revenues from the 1980s to the 1990s.

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