A Guide to audience development / Heather Maitland

Preface -- Introduction -- I. What is audience development?: Who should be involved in audience development? ; Why develop audiences? ; What does audience development do? ; What does audience development involve? -- II. The process of audience development: Step 1. Choosing who to work with ; Step 2. Collecting information about your target group ; Step 3. Making use of the information you have collected ; Step 4. Choosing the arts event ; Step 5. Planning the project ; Step 6. Consultation ; Step 7. Implementing the project ; Step 8. Sustaining the relationship ; Step 9. Evaluating the project -- III. Case studies -- IV. Sources of information: About audiences ; About your local population ; Sources of advice on carrying out audience research ; Sources of advice on carrying out audience development ; National Marketing Agencies -- V. Checklists