Leave it to jazz musicians to think the problem with jazz is the audience and not the art form.
When we ask “How do we develop and maintain a strong jazz audience?” what we are really saying is “How can we convince millions of people to alter and expand their aesthetic sensibilities and their cultural proclivities so that they include jazz to such an extent that they will regularly attend concerts and purchase recordings?” And that statement itself is embedded within another Herculean task: “How can we convince people to embrace music that is no longer part of the popular culture?”
Related: it drives me nuts when I read some conductor say that the way to bring in younger people to classical music concerts is to allow them to leave and enter the auditorium freely during performances. Really? The problem is that these young people need to stretch their legs and wander a few times during the evening?