Is talk radio for men?
It's obvious that, at the moment, it mostly is. The trade Talkers Magazine claims in its (always somewhat suspect) Talk Radio Research Project that males listening to talk radio outnumber females 54% to 46%. Others have reported an even larger spread.
Washington Post columnist Marc Fisher opined in Slate a few years go that the gap on the radio isn't between liberal and conservative, it's between men and women. Liberal talk might make it if execs could figure out how to attract women, who tend to be more liberal. Older, conservative men listen to AM talk, he says, younger, liberal men listen to FM shock talk like Howard Stern or Tom Leykis. "Dr. Laura and a handful of other advice yakkers pick up some middle-aged women," Fisher writes, "and NPR skims off the high-end demographic. But the vast majority of American women still use the radio for music and a bit of news. Put your money into cultivating new forms of talk for women, and you're far more likely to hit pay dirt than with this cockeyed liberal [talk radio] notion."
Bill Virgin in his "Radio Beat" column in the Post Intelligencer, reported last week that a new Seattle company not only agrees with Fisher, but has put some dough and energy into bridging that gap.
GreenStone Media, the creation of some veteran radio folks and high profile women, has a lined up some shows it hopes peddle to program directors around the country to create a "mass appeal format for FM radio- expressly for women, by women," in the 25-54 demographic.
It's the creation of president and chief executive Susan Ness, a former Federal Communications Commission member; and Edie Hilliard, a former Jones Radio executive.
According to the Washington Business Journal, investors include Billie Jean King, Jane Fonda, Gloria Steinem, Rosie O'Donnell; Marta Kauffman, the creator of "Friends"; Jamie McCourt, president of the Los Angeles Dodgers; and Wallis Annenberg, vice president of the Annenberg Foundation.
Virgin writes:
It's not that women haven't made it nationally as talk hosts. Relationship consultants Laura Schlessinger and Joy Browne, political commentators including Stephanie Miller, Randi Rhodes and Laura Ingraham, sports-talker Nanci "the Fabulous Sports Babe" Donnellan and technology-show host Kim Komando come to mind.
But what GreenStone believes is lacking, and the niche it hopes to fill, is a single source of 24-hour programming with a perspective provided by female hosts and aimed at female listeners.
LaMarca says the idea is to move talk radio back to what it was before politics swamped the format, to more general-interest discussions. Those interests, for women listeners, range from relationships to entertainment to personal finances to current events. Women "want to talk about news, but not from a political point of view," he says. The television equivalents would be "Oprah" or "The View," although as LaMarca says with those programs "you can't really talk back" to the hosts, as listeners can with talk radio.
Music, they're saying, has lost its "uniqueness on the air" after the "advent of satellite radio, the iPod and streaming."
So far GreenStone's programming lineup (the shows will be produced in New York and Los Angeles) includes a morning show hosted by comics Maureen Langan, Cory Kahaney and Nelsie Spencer. The midmorning show will be hosted by Lisa Birnbach, a writer perhaps best known for "The Official Preppy Handbook." Comedian Mo Gaffney heads "The Mo & Friends Radio Show" in the afternoons. GreenStone hopes to add a fourth show by midyear.
We don't know if this will work, but it certainly has the potential of not only winning women back to talk, but perhaps plumping up talk radio in general which has been flaccid for a year or so.
We're all old white guys around BlatherWatch, so as long as we can get our ears on a radio format swamped with politics, we certainly don't mind women getting what they want, which is something we famously have never been able to determine.
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