To play devils advocate though, the "big" events do appear to be getting more and more expensive and maybe more people will begin to realise what relatively poor value they offer as they watch the pennies more and more. Possibly even it just "feels" more expensive as disposable income shrinks?
12 months ago I'd have quite happily paid big bucks to enter a big event with lots of fun runners and first timers, but now that I'm a little quicker and more confident I wouldn't dream of paying such extortionate fees for a 10k for example.
I recently saw one 10k advertised not too far from here (organised by the local round table or similar) at over £20 to enter, to run a standard sea front route but with a high quality medal, t-shirt, fruit and goody bag. Fine for the once a year types, and by all accounts they get big numbers entering, but not for me anymore thanks. I've a family to look after and I can do a month's worth a decent races for that.
You can see the pattern emerging though. The big MP events give new runners, slower runners, fun and charity runners a place to go where they feel comfortable in a race environment and get lots of goodies to show off afterwards. It's fine and it has it's place, no doubt about it. These events do come at a price though.
What we must hope for though is that n increasing number of these make the leap from "fun/charity" runner to club runner and become more actively involved in their local scene.
On the upside, we are noticing a fair old increase in interest at our club post-olympics, and not just from older runners either. Turnouts at things like relays, inter club events and the cross country are very much on the up, with many new runners happy to get stuck in and give it a go, even if it means trailing in near the back to begin with - I know first hand, I was the slowest senior man at the NW Road Relays but I got loads of encouragement for taking part and really enjoyed it.
The more "beginners" who take part, the more it encourages others to do so as well and it's amazing how quickly you improve.
It's not all doom and gloom 