Mind widening

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Cross-branding and niche marketing are among the many joys of modern capitalism. When this kind of thing hits the sector formerly known as public, all sorts of intriguing possibilities are opened. Public libraries, museums and art galleries are now - thankfully - as much in the catering and entertainment businesses as in those of elevation and enlightenment.

Cross-branding and niche marketing are among the many joys of modern capitalism. When this kind of thing hits the sector formerly known as public, all sorts of intriguing possibilities are opened. Public libraries, museums and art galleries are now - thankfully - as much in the catering and entertainment businesses as in those of elevation and enlightenment.

Now the Tate is going one further, into the travel industry, offering short breaks to the cultural centres of Europe. More please: any takers for Science Museum package holidays to the particle accelerator at Cern in Switzerland?

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