I don't know. I can't tell you by percentage, but I must say that there are two currents of ideas in the curatorship of museums. Some are quite resistant to marketing forces, because I guess they believe it will make culture the servant of money. On the other side, most managers and museum directors agree that marketing is an important force that should be strengthened. It should be strengthened, however, in my opinion, not only through marketing of the museum but through partnerships between the museum and the region to try to develop cultural tourism.
France does that quite well, as does Sweden. I don't know too much about the western provinces, but I think in Quebec it could be done better, and possibly in the Maritimes, although some good efforts have been made there.
Marketing is not something to be overlooked; it is part of the tool kit of museums. However, there's not enough money in the museum world to do proper and good marketing. I think we rely on the local newspapers. Most museums call in the newspaper man to try to get into the news or to be heard of. They never pay for advertising. They rarely pay for marketing ventures with provincial or other organizations. I think improvement is needed there.