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alternative approaches to marketing. One way was by selecting projects whose scope and
content would stir up media interest and generate free coverage in the print media.
As KulturNet Denmark is the primary funding body that is responsible for evaluating
and selecting projects for funding, the Secretariat can allocate grants especially to projects
and web events that are particularly innovative or thought provoking. Although there are
only very limited funds available for digitisation projects, overall only DKK 3 Mio. (EUR
403.000) per year, some good results have been achieved that way. However, there is also the
awareness that national initiatives of this scale require an adequate marketing budget to
market the gateway in the traditional media.
Another approach is by exploring innovative ways of accessing KulturNet services
through new technologies, and thereby being portrayed in the press as an innovator in this
area.This was one of the main reason why the KulturNet Secretariat decided to also offer
its cultural calendar via WAP, on mobile devices. Being the only cultural web portal
accessible over mobile devises generated a whole wave of news coverage and helped to
draw attention to the KulturNet brand.
Due to the limited funding, the purpose of those projects are more to motivate and
inspire cultural heritage institutions rather than a serious attempt to digitise the Danish
cultural heritage. Only nationally funded cultural heritage institutions are eligible to apply
for grants to digitise their collections. In this respect, KulturNet Denmark functions as a
primary initiator and catalyst of projects.
That is why the KulturNet does not create lots of original content itself other than the
culture news and the cultural guide that currently comprises approximately 700 annotated
links that are regularly updated.
The original idea, to also offer web space for cultural institutions who want to set up
their own web site, has been outstripped by the current development that especially larger
institutions run their own server. KulturNet Denmark now hosts a few web sites from
smaller institutions, yet it hosts many specific project web sites with particular technological
requirements.
In 2002, the Danish Cultural Ministry will decide on a national digitisation strategy for
cultural heritage, with the prospect of making more funds available.
The Danish cultural sector
About 1.8 percent of total public expenditure in Denmark is spent on culture and the
arts.The national government, counties and municipalities are the three most important
cultural funding bodies in Denmark. In 1999, the cultural budget amounted in total to
more than DKK 11 billion. Government subsidies accounted for DKK 4.5 billion
(including funds from the National Lottery and the Football Pools) or 40 % of the overall
budget, municipalities spend DKK 6.3 billion or 56 %, while counties accounted for DKK
0.4 billion, or about 4 %.
Of the total government spending on cultural activities in 1999, support for archives,
libraries and museums amounted to 26 % of the total cultural budget, and training in the
arts, with 15 % of total expenditures being the single most important point of expenditure.
The Danish Ministry of Culture web site, <http://www.kum.dk>
VI NATIONAL POLICIES & INITIATIVES
ON THE RECORD