whether you like it or not in the UK it is football that is the major draw, that is where the people go and the money follows. Also rugby popularity in Australia depends on the state you live in.
I agree regarding football in England and gaining more popularity than football would never be the goal of professional rugby. However, expanding its market and broadening it's spectator appeal should be a primary goal. As such, the major and medium cities should be the target. There are millions of souls who grew up playing or following rugby who now live in major populations in England but most of them do not have a club to support at the professional level while the best rugby is played in areas with populations of +/- 100,000 people e.g. Exeter, Bath, Gloucester, Worcester, Oxford, Barnet, High Wycombe, Northampton are small/medium size towns. Leicester and Reading are a little larger, while Sale and Twickenham are in Greater Manchester and Greater London respectively but neither is home to a club bearing a name that appeals to the population of its local big city.