Paper included in the proceedings of the conference Art Museums and the Price of Success; an International Comparison, held at the Rijksmuseum, Amsterdam, the Netherlands, on December 10 and 11, 1992, and organized by the Boekman Foundation, Amsterdam.

[The author] presents some of the strategies adopted by the Rijksmuseum in Amsterdam in order to expand its public. He intertwines the role of the Rijksmuseum as keeper of the nation's treasures, with that of the museum as place with which people from all social strata are able to identify. He prefers to have the museum's permanent collection always on display, rather than to organize the occasional blockbuster. (General Introduction, p. 15)

CONTENTS
National treasury.
Recent audience policy.
Mega-event.