For all of the differences that men and women have, a recent Pew study shows that we even read our news differently. Women are more likely to follow stories about weather, health and safety, natural disasters and tabloid news. Men generally stick to stories about international affairs, Washington news and sports. Stories of high public interest such as politics demonstrate little difference between men and women.
Note that more women report watching morning news shows (Good Morning America, The Early Show, etc.) or nightly newscasts, while men get most of their new information from the radio news or talk radio. Men are more likely to view online news sources than women, but overall 63% of men and women view news online.
Men and women are still turning to traditional methods (network TV, radio) over new innovative tools (online, cable news and interactive/citizen journalism) to get the important facts they need. Online news has evolved into a supplemental news source, rather than a primary source.
Jeff Jarvis had a thought provoking post about the future of the news industry, problems and solutions and steps that needed to be taken to ensure local and national news was reaching out to the right audience.
The gender bias report and Jeff’s thoughts are relevant in reaching specific communities across the gender gap. Factoring in content, innovation, and efficiency in a marketing plan will ensure success in reaching a varied audience. Looking at the demographics for the types of stories that are reported, popularity, and reach (local or national) will determine whether or not a marketing initiative makes sense.
Marketers always say it’s about getting the right pairs of eyes… information like this helps.
Great pick up Larissa. The fact that 63 percent of men and women view news online is significant by any measure. It falls right in line with what local stations have been telling me. Online readers are outpacing broadcast viewers.