Arts Victoria report finds awareness of Wheeler Centre, MWF ‘relatively low’

Awareness of the Wheeler Centre and Melbourne Writers Festival (MWF) is ‘relatively low’, according to a new audience survey by Arts Victoria.

The report, Audience Atlas Victoria, surveyed 3841 adult respondents and presented its findings in 10 ‘culture markets’, including literature. It found that although ‘90% of those aware of either [the Wheeler Centre or MWF] are in the market for them’—having either been or being interested in going—only 18% of those who have ever visited a literary event were aware of the Wheeler Centre and only 17% of those who have ever visited a literary event are aware of MWF.

‘Both organisations would benefit from developing their audience through a three-pronged approach of targeting those who are unaware, those who are aware and interested, and those who have lapsed,’ said the report.

Overall, the report found that 75% of those in the ‘culture market’ in Victoria have either attended an event connected with books or literature or are interested in doing so. However, more than half (53%) have never been to a literature event and ‘a further 18%’ attended an event more than three years ago. ‘Encouraging the lapsed and potential markets to attend literature events would therefore be worthwhile since they make up such a significant proportion of the literature market,’ said the report.

In the library market, the report found that awareness of the State Library of Victoria (SLV) was ‘very high’, with 83% of those who have ever visited a public being aware of the SLV and 60% having visited it. (See library news.) 

More information and a link to the report can be found on the Arts Victoria website here.

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Category: Local news