Becoming involved in the arts is a process that involves movement through several stages, from disinterest to active attendance at and enthusiasm for performing arts events. Since target consumers at any time will differ in their placement on this continuum, marketing programs to expand arts audiences must first identify where each target segment…

More than 17,000 respondents from a representative sample of the population were interviewed by the Bureau of the Census during 1982 about their participation in arts activities. Separate national samples were collected during each month of the year. Ten major areas were addressed: (1) the size of the audience for the arts; (2) the relationship…