Remember the 70%: sustaining ‘core’ museum audiences

Graham Black

17 citations0/0 files storedMuseum Management and Curatorship

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Museums and Cultural Heritage Cultural Heritage Management and Preservation Libraries and Information Services

Abstract

This paper uses the U.K. as a case study to explore the urgent need to develop strategies for the retention of the audiences who are core to almost all types of museums – the well-educated professionals and their families and friends, with no specialist interest in museum collections, who represent around 70% of museum attendees. It is a ‘provocation’ in four parts: the failure of museums to attract enough of this audience; an out-of-date display model and mindset; promoting museums as social and leisure destinations; and a call for museum practice to respond to their changed audiences.

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References

1998The Heritage Crusade and the Spoils of History 2000Learning from Museums: Visitor Experiences and the Making of Meaning 1996The Birth of the Museum: History, Theory, Politics 1993Tourism, Technology and Competitive Strategies 1995The Birth of the Museum: History, Theory, Politics 2010The Participatory Museum 2002Learning in the Museum 2012Transforming Museums in the Twenty-first Century

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