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Audience Development

The Object

The term “Audience Development” derives from the Anglo-American cultural and scientific practice. It is „an umbrella term to encompass all aspects of promotion, publicity, marketing, public relations, communications and educational programs“.

“Audience Development” as a field of research and practical activity requires the successful fusion of demand-oriented cultural management and its organisational requirements with cultural market and visitor research as well as viable long-term strategies of cultural mediation, relationship marketing, and aesthetic education.