As well as institutional or personal intermediaries, marketing channels can
incorporate new ways of mediating artistic experience, either through
innovative organization (as illustrated in Case 7.3) or new technology. Picture
loan schemes, such as those run by many municipal art galleries, allow works
of art to be enjoyed in subscribers’ homes over a period of time instead of
sampled fleetingly in gallery settings. In galleries and museums there is an increasing use of video and other electronic media to explain and interpret material for the visitor.