New Museum: Recalling 1993

Category: Small Budgets - Services
Brand/client: New Museum / New Museum
Lead agency: Droga5

State of the marketplace & brand's business

The New Museum – Manhattan's only dedicated contemporary arts museum - is a downtown institution closely tied with the success and influence of many emerging artists.

While the museum had a strong presence among the city's art- and culture-obsessed influencers, it struggled to attract a mainstream following and attendance had leveled over the past few years, according to New Museum administrators.

This wasn't just a problem for the New Museum – it's a national trend. According to the National Endowment for the Arts' 2012 survey of participation in the arts, the percentage of Americans visiting art museums and galleries has dropped by 21% since its peak. According to the same study, the number of adults who visited an art museum or gallery dropped 8% since 2008. The trend towards declining attendance has been decades in the making. In 2009, attendance at art museums reached its lowest point since 1982, also according to the National Endowment for the Arts.