5 Case Study 1 - Leicester Research Archive - University of Leicester

Some of the museum-professionals interviewed were particularly interested in
reaching younger people who are using MP3-Players and spend a lot of time
online. Dirks, for instance, argued that “because of our visitor profile (the largest
group are the ‘tweens’ between 20-30 years old) podcasting is an appropriate
means to communicate with audiences so as to keep them up to date on the
developments in the museum, public programmes, exhibitions, etc.” 250 The view
that podcasts are rather something for the younger generation is also shared by
experts interviewed by the House of Research. 251 Nevertheless there are others,
who like Khaelssberg, argue that iPod and MP3-Player users are no longer
restricted to the younger generation, but can be found throughout all age groups.
Hence, programmes should not only be targeted to young people, but to all kinds
of age groups.
A study conducted by the House of Research in Berlin interviewed (stardardized
interviews) twenty-one radio and broadcasting stations, which offer podcasts.
About a quarter of those interviewed stated that their aims were to generate new
audiences as well as foster deeper relations with their existing listeners. A bit less
than a third of the interviewees also said that in order to promote a trendy and
innovative image, a broadcasting station has to offer podcasts. 252 These results
are largely in line with the data collected among museum professionals. It is
interesting therefore, to note that museum professionals and broadcasters do have
similar motivations for using this medium.
Nonetheless, museums are not only interested to reach new audiences for the
sake of it, but in order to motivate them to come to their exhibitions. There are
lots of ways how museums give visitors an incentive to come to the museum.
Whereas some have expressed concerns about giving away too much free
content, others such as the SFMOMA, not only offer a variety of AV content for
free, but on top of that, also give a two dollar discount on the entrance fee, “if
they bring the ArtCast on their players into the museum.” 253 It is interesting to
250
Christian Dirks in interview with author, June 2006.
251
Sebastian Breßler. Podcasting 2006, p.91.
252
Ibid., p.34.
253
Samis said that approximately 130-150 people claimed that discount so far. For their
Rembrandt Podcast, Antenna Audio included ‘passwords’ at the end of each episode. If one
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