3.1.  Feasible targets

What are the real and feasible targets for a good Audience Development Plan in the archival landscape? Usually the regular and recurring audience of cultural archives consists mainly of researchers. However, recently many cultural organizations, recognizing the value of the archival material in their possession, seek to expand their audience. Consequently, institutions aim to organize their actions based on a more detailed Audience Development Plan.

The Audience Development Plan depends on the targets set by each organization

  The targets that are common to the archival organizations, such as:

a) Social targets

An achievable target could be the participation of specific social communities that had remained inactive so far, or the increased participation of previously less engaged audiences in the activities of the archive.

b) Educational targets

Institutions should determine if they want to develop the range and depth their educational character for the existing and the new audience.

c) Visibility targets

For certain archives, the visibility of the Institution can be very important. In order to achieve this target, the Audience Development Plan must include actions that will be widely disseminated in the community.

d) Financial targets

The financial situation of an archive affects the targets of the Institution. For example if the archive’s sustainability depends on income from entrance tickets, memberships or donations, the Audience Development Plan should include actions that are not provided free of charge.

To conclude, we must emphasize that the real and feasible targets are different for each archive and are they are part of the overall strategic plan of each organization.