Building bridges : guidance for museums and galleries on developing new audiences

Museums are looking to strengthen their relationships with existing audiences and to reach new and different groups. What of the people who do not visit a museum? Who are they, why don't they come and why are they effectively excluded from the museums experience? As museums become increasingly interested in broadening their audiences and enabling access for a wide range of groups, they are turning their attention to these questions. This publication focuses on audience development strategies to reach new museum audiences, although the principles can be applied to encourage greater attendance from existing, core audiences.