In Lean Times, New Ways to Reach Out

The Art Institute’s Web site even has an online book club where curators select readings related to exhibitions and create downloadable discussion guides. There are also interactive components including curator-led discussion groups and readings at the museum. Since it began a year ago it has attracted nearly 700 members.

The Hammer’s new site has a podcasting component that has already caught on. “It makes us international,” Ms. Philbin said. This month the Museum of Modern Art rolled out a new version of moma.org that is not only more viewer friendly but more communicative, too. Highlighted on the site are blogs as well as links to places like Flickr and Twitter.

Some efforts to increase visitorship are decidedly less high-tech. To capture more New Yorkers, the Museum of Modern Art has decided to add a second late night. In addition to staying open until 8 on Fridays, it will be open till 8:45 on one Monday a month. “This is targeted for local people who want to be able to go to the museum on their way home from work,” said Mr. Lowry, the director.

The Walker Art Center is planning a first this summer: to be open on July 4, with a selection of free programs that are family focused. “Typically we’re closed that day,” Ms. Viso said. “But we recognize that many people will not be traveling this year.”