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To answer this question, we need some historic perspective, so let’s move the calendar back a few, short decades and uncover a few pertinent facts. Fact: Even back in the 80s, women were experiencing a heightened awareness about health, education, fashion, nutrition, beauty, careers ... the good life. A woman’s place was no longer in the home. Fact: 53% of the American workforce were comprised of women. And women were expected to number 52.2 million by the 90s … an increase of 138% from 1960. The working woman who managed a family and career was part of the largest population segment in history. Fact: Over 44% of a working women’s time was spent listening to the radio. Fact: Radio, back then, reached 82.9% of all working women daily, with 76% of grocery shoppers and 74% of retail shoppers listening to it as they traveled.
Savvy marketers seized on this tremendous female purchasing power, and, as a result, thousands of products and services were repositioned to attract this dynamic market. Did radio take advantage of this trend?
In my opinion, not really. However, if we were to factor in current numbers with respect to the above research segments, wouldn’t the opportunity for success be even greater today?
The Case For “Slender Casting” or
Why creating a radio format designed exclusively for women makes eminent programming and economic sense even during these tough times of budget constraints, listener losses and shrinking revenues.
So why are there so few, if any, radio station owners and /or programmers attempting the female-only format approach?
Reasons can vary and range anywhere from the multi-ownership media companies holding a tight rein on spending, to the lack of creativity or initiative on the programming side.
Today’s radio industry, in my opinion, is stagnating because of its defensive posture, while the “new media” is nipping away at radio’s relevancy and its very economic existence.
Why “Slender Casting?” Why Now?
Why not now? In the 2000 Census, the majority (51%) of the total US population was female.
According to the US Census 2000 Special Reports, “143.5 million females lived in the United States; 16 million more than a decade earlier.”
From a pure marketing standpoint, current research, along with other supportive studies, indicate that this is an opportunistic time to launch a fresh, new female format …one that is exclusively formulated to reach a desired demographic …one that is uniquely positioned and packaged with properly selected music, features, news, information, web interaction, advertising, merchandising and promotion …one that is specifically fashioned to attract and involve today’s women.
There is no secret … and Victoria’s Secret is a good example …that over the past decades, aggressive, innovative retailers, manufacturers and marketers have been positioning and repositioning products and services exclusively for women.
Terrestrial radio, in my opinion, has given very little attention or effort in creating and/or programming a women’s only station to take advantage of this dynamic, growing and responsive segment of the population.
And surprisingly, the industry magazine, Radio Ink, in the “40 Most Powerful People in Radio” edition, included an impressive list of top media executives, with a few of these companies having influential women in top, powerful positions.
What Do Magazine Publishers Know That Radio Doesn’t?
Evidently, quite a bit. So to those owners/programmers contemplating a format change, we suggest you take a page out of the magazine industries' marketing playbook. To prove my point, just visit your local supermarket or drugstore and check out the magazine racks.
For almost every woman’s lifestyle, you’ll find a publication directed to her interests and needs.
Situated among a variety of magazines for both men and women, those targeted for women only … say it loud and clear in their titles: Women’s Health, Women’s World, Parenting, Self, Glamour, etc.
Radio, to my knowledge, hasn’t presented a format that says, loud and clear … this radio station is for females only!
When targeting women with a specific publication, the publisher isn’t concerned that he’ll alienate or fail to draw the male audience. The magazine’s one goal is to attract that designated female demographic.
In my opinion, most radio formats are hybrids … a mixture of male and female so as not to offend or alienate one gender or another. For certain, economics play an important role, but if your market is already programming all the standard formats and your format is losing audience and advertisers, wouldn’t it make sense to program something different and original?
Naturally, making this decision takes careful planning, resources, creativity and execution … along with one major component.
That Component Is Commitment
To offer the best opportunity of success, I believe a radio station format, designed to attract a particular segment of women, must develop every essential element of that format toward attracting her, without feeling any guilt of losing the male listener.
The Essentials
Marketing a female radio format to a designated demographic, in my opinion, is similar to marketing any product or service to a desired audience. Step one is to develop a detailed plan based on, what I term ..
The Three Ps:
Packaging, Positioning & Promotion
To begin with, it’s imperative that you understand that The Three Ps is an on-going process which includes constant tracking and evaluation after your format is in place.
Once you’ve agreed on the “Slender Casting” demographic, the first step is to select or create the proper thematic for the format …one that instantly and unmistakably defines your programming approach …one that is memorable … one that can be incorporated into all aspects of your format … one that reinforces the thematic in the research-selected music, useful feminine features, advertising, merchandising, publicity plus on-air and off-air events.
Naturally, the on-air personnel are responsible for presenting all of the elements of the format in an entertaining, informative and women-friendly manner.
It’s essential, too, that the sales staff educate itself on all the benefits of the format, along with the available local market data pertaining to women so that their “sales pitches” to perspective advertisers are believable, honest and persuasive.
Regarding advertising and promotion, management and programming should not rely solely on the station’s signal and self-promotion to attract the desired listeners. Think of advertising outside your box (your station). Think in terms of your message … in newspaper ads, billboards, point of sale, TV, etc., as an “invitation” to your target audience to come visit, and enjoy what your station has to offer. And as a gracious, entertaining host, you’ll want them to stay a while … a long while.
As a former successful marketing executive, I believe that a radio station, like any consumer product or services, must possess and exhibit a perceived point of difference …a selling edge, something that distinguishes your brand (radio station) from others.
In today’s “new media” world, a station can no longer rely on call letters, frequency numbers and a one-liner theme to capture an audience … and keep it! To have an opportunity for success, a station should have its own “personality” … one that attracts and holds the desired listeners …one that entices the elusive advertiser.
A Coincidental Reminder
Did you know that March is Women’s History Month and that Women’s Day is March 8th?
What an opportune time to introduce a radio station format exclusively for women.
Time is of the essence. And there are thousands upon thousands of women waiting for a format they can call their own. So don’t wait. Start the process now!
After all … it’s not nice to keep a Lady waiting.
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