Protein describes how Australian arts companies turned great ideaS into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002.

All the case studies vary in target markets, ranging from programs for early childhood and families to young adults who did not normally attend high-end arts events. Each case study covers the aims of the funded project, the target audience, how the marketing P's were addressed, the outcomes, evaluation methodology, challenges, plans for the future and then explores how the idea might be applied in other circumstances.

The Overview chapter outlines the common themes, highlighting the key elements of successful audience development programs. The case studies provide insights into the how, whys and wherefores of audience development for anyone interested in attracting new audiences.

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