In recent years arts organizations have devoted increasing attention to audience development, to reaching and engendering the loyalty of a wider cross-section of the community. The World is Your Audience is a new Australia Council resource for arts organizations which focuses specifically on the development of non-English speaking background audiences. In doing so it brings together two key concerns: the Council's Arts for a Multicultural Australia policy and our ongoing commitment to audience development, in particular marketing skills development.

Commissioned by the Council from Pino Migliorino and Cultural Perspectives, the development of this guide is premised on the fact that people from non-English speaking backgrounds are not attending mainstream cultural venues and arts activities in the same proportion as those from an English speaking background. Australian Bureau of Statistics research supports this premise, finding that people born in non-English speaking countries are around 50 percent less likely to participate than those born in Australia.

A key discovery made by the authors while researching this guide was the strong impact of community cultural development processes on audience development. The opportunity for communities to directly participate in and manage cultural activities, to participate as equals, is shown time and again to be central to long term audience development.

The World is Your Audience is organized in a sequence from planning through to development, marketing and presentation, so the reader can refer to specific topics or use it as a step-by-step guide.

The Australia Council hopes it will assist arts organizations to understand the benefits and processes of developing non-English speaking background audiences; identify potential new audiences; devise and implement marketing and audience development strategies targeting non-English speaking background audiences; and develop mainstream audiences for ethno-specific and cross-cultural arts productions.

The Australia Council would like to thank and congratulate Pino Migliorino and his team at Cultural Perspectives for the development of what is certain to be a valued tool in many Australian arts organizations. (p. 4-5)

CONTENTS
Introduction.

Audience Development and Non-English Speaking Background Audiences:
     The policy framework.
     The economic framework.

Case study 1: The Royal Easter Show - benefits of culturally diverse marketing.

Case study 2: NSW lotteries -The benefits of culturally diverse marketing.  
                     The non-English speaking background audience development guidelines.
                     Knowing your existing audience.

Case study 3: Powerhouse Museum, Sydney - Visitor research.  
                     Identifying new audiences.

Case study 4: Superleague bulldogs - researching the community.

Case study 5. Sidetrack performance group - addressing the needs of rural 
                      non-English speaking audiences. 
                      Evaluating new audiences: 
                           Using existing cultural activity data.
                           Using qualitative research techniques.

Case study 6: Vancouver Opera company (Canada) Using ethnicity as an indicator
                     when developing a community profile.

Case study 7: Sydney symphony orchestra - Expanding from an established base to
                      include other communities. 
                      Establishing links with non-English speaking background communities.

Case study 8: Urban Theatre projects production of Going Home - developing
                      contacts with a community.

Case Study 9: Doppio Teatro - Working with the community to develop appropriate
                      work for non-English speaking audiences. 
                      Identifying and removing barriers to access:
                           Access barriers.
                           Product barriers.
                           Lack of interest.

Case study 10: Nexus - Using community networks to develop audiences for an arts
                       product.

Case study 11: Doppio Teatro - removing barriers to audience participation.

Case study 12: Vietnamese literature pilot project - developing a new product to meet
                       an identified need in a specific NESB market. 
                       Developing artworks/productions for new audiences. 
                       Organizational change:
                            Reflecting cultural diversity in the organization's structure, processes
                            and personnel, commissioning new works.          
                            Developing collaborations.
                       Accessing government and other funding.

Case study 13: Kulcha in Western Australia - The role of planning in audience
                       development.

Case study 14: Cairns regional gallery - Employment of a specialized ethnic audience
                       development officer.

Case study 15: The Moti Roti Company (UK) - developing appropriate product for
                       non-English speaking audiences.

Case study 16: The Islamic-Arabic Calligraphy Exhibition and Nexus - developing
                       audiences by highlighting the links between religion and art.

Case study 17: Collaboration between arts from non-English speaking background
                       artists and a mainstream arts event.

Case study 18: Australia Council's Multicultural Audience Development Project -
                       targeted support initiative. 
                       Communicating with non-English speaking background audiences:
                            Main media streams.
                            Developing an appropriate strategy.

Case study 19: Shopfront theatre for young people - working with specific
                       communities to develop audiences - a Step-by-Step, long term
                       process. 
                       Developing mainstream audiences.  
                       Knowing your existing audience, and identifying and evaluating new
                       audiences. 
                       Identifying and addressing barriers. 
                       Developing artworks.

Case study 20: Meryl Tankard Australian Dance Theatre - developing product to
                       sustain and develop new mainstream audiences.

Case study 21: Garis - an Indonesian fusion jazz band - developing new fusion art
                       forms for a range of mainstream audiences.

Case study 22: Balai Ensemble Dance Theatre - Using traditional Asian Artforms to
                       explore life in a culturally diverse Australia.  
                       Strategies to create and maintain interest. 
                       Maintaining social networks. 
                       Encouraging ongoing participation.
                       Developing outreach programs.
                       Introducing incentive programs. 
                       Developing educational programs.

Case Study 23: State Theatre Company of South Australia's production of Medea -
                        bringing audiences back.
                        Measuring the outcomes. 
                        Methods of measuring outcomes.

Conclusion.
Appendix 1: References.
Appendix 2: Contact points to Australian Bureau of Statistics
Appendix 3: State/Territory ethnic affairs bodies
Appendix 4: Glossary of terms

A new Australian Council resource for arts organizations which focuses specifically on the development of non-English speaking background audiences. In doing so it brings together two key concerns: the Council's Arts for a Multicultural Australia policy and our ongoing commitment to audience development, in particular marketing skills development. (from abstract)