A report on attracting audiences produced by Morton Smyth Limited is available online.

[T]he report is for organisations that want to attract a broad public, and are willing to go through a process of change to achieve it. It focuses on what really makes the difference in audience development and reveals what organisations most need to do if you want to attract a wider audience. Significantly, the authors also assert that: ‘although the findings were drawn from working with cultural organisations, we believe the principles can be applied to any organisation wishing to become more broadly accessible to more people’. 

From Graeme Watson’s blog