Are You Talking To Me?
How advertisers are communicating (or not)
Mary Lou Quinlan,
Just Ask A Woman
Welcome to 2000, the year when womens
voices rule the media. This month Oxygen Launches its
much-publicized Internet site and cable network. By April, Hearst
introduces Oprah, the magazine, and Time Inc. premiers Real
Simple, the new guide to a simpler life. Satellite Sisters, a
radio conversation among four real-life sisters, hits the NPR
airwaves. Add this to the huge reach of Lifetime, women.com,
ivillage and the hundreds of broadcast and print properties
either dedicated to women or totally embraced by them. Powerful.
So, if 2000 is the year that women drive
content, isnt it time advertisers caught up? Yes, caught up
to modern women, the 51 percent plus of the population
responsible for the success of most businesses. Theyre a
complex, demanding audience. Do you really understand them? And
if you do, why is it that your ads look like you dont?