Most ignorance is vincible ignorance. We don't know because we don't want to know.
Aldous Huxley

PROGRAMMING & MARKETING TO MEN & TO WOMEN Ebook

PROGRAMMING & MARKETING TO MEN & TO WOMEN
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Ebook cover: PROGRAMMING & MARKETING TO MEN & TO WOMEN

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Title: PROGRAMMING & MARKETING TO MEN & TO WOMEN
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Not just a recitation of dry, academic "facts." Rosin gives you specific guidelines to follow to strengthen your station's appeal to the gender you most want to attract.

For Example:

  • Why traditional "positioning" approaches fail with female listeners
  • Why stations that feature "No Repeat Work Days" are vulnerable to poaching of their female listeners by competing stations
  • Why do some formats differ so drastically from others in the male/female listenership? (Some are 70%/30% male/female; others are are 70%/30% female/male. Why?)
  • What most radio personalities completely overlook when playing music for a female audience. (If you have a music station in a format whose audience is at least 50% female, understanding this will have a huge impact on your ratings.)
  • Using language for Status vs. language for Connection
  • The real reason couples fight over the volume on the car radio (and why understanding this will help you program your music better)
  • The key component in vocal music that appeals strongly to women. (Personal note from Dan O'Day: This is one of the most valuable, eye-opening, immediately verifiable facts I've ever learned about music programming. I can honestly tell you this one piece of information is worth the entire price of this ebook.)
  • The extremely important "woman's" issue that men aren't even aware of. (This lack of awareness has caused some huge marketing disasters - including a TV commercial for a New Zealand radio station that became the single worst-testing TV commercial in the market's history!)
  • Specific examples of stations that successfully marketed to female audiences
  • Men and women look for different qualities in a morning show. What are the differences? Why? How can you use these preferences to your own ratings advantage?
  • Male preferences in talk radio vs. female preferences
  • How men and women use language differently. (If you program a Talk station - or simply a station that wants to generate more female calls - you must understand how to harness these differences.)
  • How & why music "burn" varies between the sexes. (Knowing how to apply this knowledge means you can increase your male or female listening without fail.)
  • How "world orientation" affects female music testing acceptance rates
  • Gender differences in world orientation. (Women and men really do view the world differently. You need to understand exactly why and how.)
  • Did you know that men and women differ in terms of the ways they hear music? In the ways they process music? In the ways they relate to music? How should you adjust your programming to take advantage of these differences?
  • Biological gender imperatives - and they how they affect radio listening
  • A brilliant tactic used by a famous CHR station to strengthen its appeal to female listeners. (You can start using this technique on your own station immediately.)
  • "Gender neutral" formats - why they appeal equally to both sexes, how to push them further in one direction or the other
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