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Arts Marketing

Volume 128: debated on Thursday 25 February 1988

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To ask the Minister of the Arts what plans he has to continue encouraging arts marketing in the financial year 1988–89.

I recognise the need for professionalism in marketing the arts. I welcome the creation of the Arts Council's marketing department, which has embarked on a wide programme of developments in this field. After extensive consultations, I have decided to provide additional resources for new marketing initiatives, with which I shall be particularly associated, to supplement and complement the work already in hand. These will replace the 1987–88 experimental arts marketing scheme.The Arts Council in co-operation with other bodies, including the Museums and Galleries Commission, will take the lead on two new measures: the development of a distance learning package and a programme of training courses for top management. The distance learning package is intended to make good practice on arts marketing widely available through an instructional video and supporting literature. The marketing courses are aimed at increasing the awareness of the value of marketing among those concerned with the management of arts bodies.