This qualitative study found that medium users have distinctly different attitudes toward the arts than light users. The report offers extended psychographic descriptions of these two consumer groups. Paired with the demographic information already known, it will assist arts groups of all types to target new audience members who have a favorable attitude toward increasing their arts participation. Additionally, the report includes specific marketing strategies and tactics for each arts genre (theatre, dance, music and visual arts) that can be utilized by organizations to develop new audiences. (Publisher's description)

This qualitative study found that medium users have distinctly different attitudes toward the arts than light users. The report offers extended psychographic descriptions of these two consumer groups. Paired with the demographic information already known, it will assist arts groups of all types to target new audience members who have a favorable attitude toward increasing their arts participation.