In the framework of the EU-supported theatre network Theatron, Prof. Dr. Klaus Siebenhaar and Achim Müller have introduced a memorandum on trends, challenges and perspectives in audience-driven leadership and practice in European theatres.

The article combines the core positions of the book "Auftrag Publikum" by Prof. Dr. siebenhaar and results from the various research performed at the Center for Audience Development (ZAD) under its managing head Achim Müller.