This chapter looks at the second element — developing and retaining new audiences. Audience development is not about simply increasing audience size. The best way for a museum to increase visitor numbers is to improve the service and experiences it is offering to existing audiences. Audience development implies a specific policy of reaching out to new audiences previously under-represented in the museum. Audience development is an expensive exercise, in terms of funding, the long-term commitment of staff time and, probably, the development of new collections to reflect the needs of the new audiences being sought. Museums should use images of real children where possible to communicate concepts to children within the context of objects both being 'the real thing' and belonging to the past. An inclusive museum will take great care about the images it projects to the outside world — and will also use alternative channels to reach potential audiences.