Letter to the editor

To the Editor:

The article by Zachary Pincus-Roth (“Can Pics Pump up MoMA?” April 21) contained a factual error and misleading information. The construction costs on the new building did not “soar” from $400 million to $858 million as the writer stated, but remained at $425 million throughout the project.

The entire capital campaign goal of $858 million covered construction costs, the temporary operations of MoMA QNS, real estate acquisitions, and the endowment.

In addition, the writer implies that the museum introduced an advertising campaign about free admission for children under 16 in response to criticism about the new admission fees.

In fact, the policy of free admission for children has existed at them museum since the early 1980s, and the campaign was instituted after visitor research showed that many patrons were unaware of the policy.


Ruth Kaplan

MoMA Deputy Director for Marketing and Communications

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