At VMFA, we're striving to increase our family audience attendance (adults accompanied by children). VMFA offers a special membership rate and benefits for families. Members receive complimentary tickets to special exhibitions and discounts on museum programs including studio classes for children, among other benefits. The museum sends out a quarterly publication to our members, myVMFA, filled with information about upcoming exhibitions, member benefits like travel and lectures, and other stories about museum operations such as conservation and new acquisitions. In short, the magazine is an informative publication geared toward the adult audience.
Recently, the education department has proposed adding a kids' page to our members' magazine. The idea is to make the magazine reflect the composition of members that is, in part, made up of family memberships. Children would have a kid-friendly page in the magazine that they could engage in and learn about art, the museum, and exhibitions. The concern is that this is a very information-driven publication, and a page for children would not fit the overall design.
Does anyone have experience with a kid's page in member periodicals? If so, how was it received? What challenges and successes did you have?
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Daniel Kaczka
Youth and Family Programs Educator and Assistant to Coordinator of Youth and Family Programs
Virginia Museum of Fine Arts
Richmond VA
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