Maitland - A guide to audience development
Maitland, H. (1997). A guide to audience development. London: Arts Council of England. ISBN 0728707500, 9780728707504
Arts organisations are defining audience development by doing it. A lot can learned from looking at how other people do it and what they achieved, so this toolkit refers to case studies.
In getting at wider audiences, above and beyond the marketing strategy, planning on developing and enlarging the existing audience is needed.
This toolkit aims aims at giving a one-stop guide to tackling one's organisation’s audience development needs, highlighting the must-have tools, offering information on the process and flagging up possible pitfalls.
Heather Maitland “A guide to audience development”