How to attract new audiences

Abstract: What can be done to attract new audiences to cultural institutions? This thesis explains how a cultural institution can take measures to increase audience numbers and attract new listeners. With Gothenburg Symphony Orchestra as an example I try to review who are today's concert-goers and why classical music may or may not be popular in the society. Why is there a generation gap in the classical audience and will the younger generations fill this gap in the future? Who is supposed to teach us about and make us interested in classical music? The school, our parents or the cultural institutions?