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General Audiences chapter from the New Audiences report
| Type | Publication |
| Author | Gill Johnson, Pam Pfrommer, Sue Stewart, Paul Glinkowski, Clare Fenn, Adrienne Skelton and Alan Joy |
| Date | June 2004 |
| Pages | 18 pages |
This chapter provides an overview of the key themes and approaches emerging from the general audience projects. These themes and approaches, which sometimes overlap, can be summarised as: developing new national partnerships; testing new marketing methods; and experimenting with where and when the arts can be experienced. It includes case studies and sections on:
- Arts and broadcasting
- Arts and new media
- Ambassador marketing
- Online arts marketing
- Art and retailing: developing general audiences as buyers