ABSTRACT
Successful engagement with visitors, audiences or participants is essential to the success of their work in the cultural sector. This is true regardless of whether that work is in the domain of the public or private sector, represents a large or small project, community art or high art, political or commercial cultural activities, canvas painting or multimedia installation. A good, well-managed relationship between art and audience not only ensures the financial and public survival but makes art meaningful as well. Some people argue that arts marketing compromises art, dumbs it down', prevents artists being innovative and changes the measures of success from quality to quantity. Even in UK, where the concept of arts marketing is relatively well established, it can be controversial. There is a problem with idea of informing them about the art, for there is no such thing as objective or value-free communication. The process of gathering information may include public information such as censuses and national statistics.
