SYDNEY: Australian radio stations are rethinking how they engage female listeners as a new study has revealed that the usual tactics are perceived as outdated.
Research, by Southern Cross Austereo and reported by B&T Magazine, revealed that Australian women now align themselves more with influencers, rather than celebrities.
Women prefer content that relates to their daily realities, rather than the exploits of the rich and famous.
The report, Complexities and Commonalities: A study of her, comes as Australia's Hit Network announced it will be purely targeting women. The overhaul will include a change of music style, tone of voice and non-radio activations to better target a more empowered female demographic.
The re-targeting reflects a new generation of female listenership who exhibit different behaviours. Though many are still aspirational, they are looking for content that engages them in a more attainable way.
"Women aren't necessarily interested in hearing a five-minute segment about Kim Kardashian's hundredth, millionth new selfie," Gemma Fordham, head content director for the Hit Network said.
"They would want to hear a segment about how to get ready for work."
The change in tone also reflects a younger, more feminist listenership that is less tolerant of on-air bullying or judgments or splashy, controversial stunts done for ratings. Several Australian radio DJs have come under pressure in recent year for on-air segments that many women found unpalatable – and female listeners are no longer willing to tolerate content that is a "race to the bottom".
Hits Network is aiming to directly target women with content on their real life priorities, and will be unwilling to shy away from issues such as equal pay and body image.
"We've started talking to women in a way that's very in," Fordham added. "We are smart, strong, authentic, humorous and empowered."
Data sourced from B&T Magazine; additional content by Warc staff