The next Audiences Europe Network event takes place in Milan on 22 and 23 April 2005, focusing on Cultural Research. With over 40 delegates already booked from Belgium, the Netherlands, Spain, Germany, Italy, Switzerland and the UK, this international masterclass will provide an exceptional opportunity for senior cultural professionals to gather, share ideas and to develop new partnerships. The programme for the event aims to be relevant, practical, intellectually stimulating and enjoyable. A focus on participation, debate and discussion means it is a great opportunity to network and share experiences. Like all AEN events, there will be a balance between strategic thinking and practical ‘hands on’ case studies. With speakers still being confirmed, there already have a great line up in place. A number of AEN members will be making presentations, further input woudl be welcomed! There are a limited number of slots left, so if you have a case study you could present, then please get in touch. Day one will focus on the collection, dissemination and use of cultural statistics. As well as touching on what gets collected in different countries, the focus will be on who uses the information, what the practical applications are, what the gaps and limitations might be, and how these can be addressed. On day two benchmarking will be examined. How and why should we be using it in the cultural sector? What are the benefits and pitfalls? What’s happening round Europe? Is anybody doing it well? Breakout sessions on both days will look at how research is being used in practice to develop new audiences and retain existing audiences. Presentations and speakers already confirmed include:

An overview of cultural statistics and trends in the Netherlands – Frank Huysmans (Social Cultureel Planbureau, the Netherlands)

A critique of the Dutch government’s measurement of cultural participation – Anna Elffers and Letty Ranshuysen (the Netherlands)

An overview of audience studies, their limits and their informational needs, from the economist’s perspective – Michele Trimarchi (European Centre for Cultural Organisation and Management, Italy)

An overview of research conducted in Germany which resulted in the development of special typologies for the use of different cultural offers and approaches – Susanne Keuchel (The Centre for Cultural Research, Germany)

A case study of how the German research and typologies are being used in practice to influence day to day marketing – Maria Nusser-Wagner (Art and Exhibition Hall, Bonn, Germany)

Customer retention in the arts – how well are you doing? This research looks at retention rates, how they can be improved, and has some very practical recommendations – Katy Raines (DixonRaines, UK)

A case study of how one organisation is using research to tell them how their customers are using digital communication technologies. The results will be used to re-align their marketing plan – Dave Moutrey (Cornerhouse, UK)

Developing a cultural map of Rotterdam – Elsbeth Meijjer (Rotterdam Festivals, the Netherlands)

Who carries out the research? A focus on Cultural Observatories – Antonion Taormina (Italy)

Benchmarking in museums – a case study on how one organisation has been using benchmarking for over 10 years and the positive impact this has had – Deborah Anderson (Tyne and Wear Museums, UK) The masterclass will be chaired by Margot Gerene (Netherlands Uitburo) Don't delay - there are only 60 places available, so if you're interested in attending, then book your place today! Simply complete and return the booking form below. The masterclass is free of charge to attend. Places are limited and are open to all members of AEN. Lunch and refreshments are included on both days. Delegates need to pay for their own travel, accommodation and evening meals. For more inforamtion, including application forms, please Click Here