For this year's FCBD, neither Marvel nor DC are trying to find new audience anymore
The second example is DC's "The New 52", and this one's not even seeking a new audience:
Typically, Free Comic Book Day releases are designed to be straight-forward reads appealing to as wide of an audience as possible. DC took a different tactic with their The New 52 FCBD issue from writer Geoff Johns and artists Jim Lee, Gene Ha, Ivan Reis and Kenneth Rocafort; promoting their relaunched line with a comic aimed squarely at hardcore fans.I fail to see how that helps their fortunes long term if not many new people come aboard to buy their books. Of course, with Johns as the writer, that's just why new readers would be strongly advised to stay far away from it.
At one time, they might've actually tried drawing in new people with comics that were geared for youngsters (like the TV cartoon-based comics they've both published), but now, if these 2 examples are any proof, they're not even trying anymore, and either they're relying on reprinted material, or, they're resorting to something stuck fast on a shrinking fanbase, it'll only register a blip on the radar.