Beauty queens at the Women's Library, London Metropolitan University: A case study in audience development

Abstract

Purpose

To provide an overview of recent audience development work at The Women's Library, London Metropolitan University.

Design/methodology/approach

The Women's Library used visitor research to identify key areas for building new audiences. Using library and archival collections as a starting point, the library forged strategic creative partnerships and developed a public programme designed to raise the profile of the library and increase attendance amongst the target audience groups.

Findings

The study provides detailed information about the planning process and implementation of the project, including the marketing campaign, and gives examples of ways in which the library used collaborative partnerships to engage with new and diverse audiences.

Research limitations/implications

The case study focuses on one organisation, a University Library with museum and archival collections, but contains information transferable to other library services.

Practical implications

An insight into ways of working to increase library users and broaden audiences, using visitor research, marketing and audience development as an integral part of strategic planning.

Originality/value

This paper showcases innovative work in the library sector, and in a broader context, reflects activity in the cultural sector in the UK.

Citation

Moorhead, F. (2005), "Beauty queens at the Women's Library, London Metropolitan University: A case study in audience development", New Library World, Vol. 106 No. 9/10, pp. 441-449. https://doi.org/10.1108/03074800510623119