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Citation

Fillis I (2012) Audience Development Issues in the Visual Arts. The Visual Artists' News Sheet, (May-June), p. 15. http://visualartists.ie/publications/van/the-visual-artists-news-sheet-archive/

Abstract
While most current research on arts marketing promotes theadoption of conventional or mainstream approaches to marketing,1there is a growing consensus that this also has its limitations.2Cultural organisations in general may practice recognised forms ofmarketing but their overall aim is not necessarily to satisfy marketneeds.3 Any audience development activity should acknowledgeits role in social, as well as economic terms. This can be achieved byfocusing on relationship marketing and the exploration of existingand development of new networks. Creative input into the process isalso needed, rather than continual reliance on step-by-step processes.In other words, if particular context-specific thinking is required dueto the needs of the venue and / or the audience, then this should beembedded in the process, rather than slavishly adhering to textbookforms of marketing planning and strategy. In other words, we shoulddesign audience development programmes fit for the purposes of thevenue's audience.

Journal
The Visual Artists' News Sheet, Issue May-June