20-siders hæfte på engelsk, hvor Rotterdam Festivals fortæller, hvordan de gennem de seneste fem år har arbejdet med publikumsanalyse, tal og tendenser.
‘We Rotterdammers and Culture – an analysis of figures and trends from five years of audience research’
Audience research has been very topical lately. One of the reasons for this is that the composition of the population has changed over the last few decades and will continue to change in the years to come. Another reason for the interest in audience research is the fact that cultural policy is increasingly linked to ‘the interest and requirements of the audience’.
In cooperation with the Rotterdam cultural sector, Rotterdam Festivals has been promoting a collective and structural approach for audience development in Rotterdam since the late 1990s. For more than ten years now, Rotterdam Festivals has initiated and coordinated research into the Rotterdam cultural audiences in a structured way. For example, by providing insight into the general composition, thresholds and motives of the culture audience.
We compiled the knowledge we have collected in this area in recent years in the Dutch publication Wij Rotterdammers en cultuur (We Rotterdammers and Culture) published in September 2011. Due to the positive feedback on the publication and the interest from our international contacts, we thought it useful to publish an English summary of Wij Rotterdammers en cultuur. Although the data in the studies are based on the Rotterdam area, the results and the approach can also be used by cultural professionals in other
First we introduce the target group model used by Rotterdam Festivals, then we describe the eight main audiences we distinguish (Who are we?).
In Chapter 2 (What do we do?) we show what people do in their free time and determine how the cultural audience of Rotterdam differs from the rest of the Netherlands and Europe.
Then we discuss the barriers people experience with regard to cultural events (What is stopping us?).
Finally, we summarise what the requirements of each of the eight target audiences are (What do we want?).
We hope that you will enjoy reading this English edition. And that it may contribute to increasing your knowledge about your audience so that even more people will benefit from what the arts and culture sector has to offer.
Who are we? > p. 4
What do we do? > p. 10
What is stopping us? > p. 14
What do we want? > p. 18
© Copyright Rotterdam Festivals, 2012
Editing: Cynthia Dekker, Eelke Bosman, Johan Moerman
English translation: Paula Truyens en Christy de Back
Photography portraits: 500watt
Nothing from this publication may be copied without prior written permission from Rotterdam Festivals. The content of this publication has received considerable attention. For any inaccuracies we can not be held liable, nor is this publication legally binding.