With circulation under assault and advertisers seeking ever greater segmentation of audiences, female demographics are increasingly a priority for newspapers.
In a new strategic report, "Exploring the Newspaper Readership Gender Gap," INMA examines the sometimes alarming readership gap between male and female readers, explores reasons for this gap, and argues why the gap must be closed.
The INMA report brings together decades of research to show clear patterns, including gender differences in usage trends and frequency of media consumption. The report also exposes the latest innovative efforts to address the readership gender gap at newspapers around the world.
INMA uncovers paid daily newspapers' collective failure to maximise opportunities to reach women. Generally the male-dominated newspaper industry is still producing male-oriented products. Even newspapers already pursuing the lucrative female market with specific sections or supplements tend to base their efforts on myths, stereotypes, and anecdotal evidence instead of hard data. The end result is products that do not reflect the widely varying lives and needs of modern women.
Learn more about what women want from newspapers in this 65-page report, which includes dozens of charts and illustrations showing global trends in newspapers, television, radio, and more. By the report's conclusion, you will see the strategic choices presented to all newspapers in a clear, concise format.
"Exploring the Newspaper Readership Gender Gap" is required reading for publishers, advertising executives, consumer marketing executives, and researchers. Order your copy of this new digital report today!
Click here to order the digital report,
"Exploring the Newspaper Readership Gap,"
from the INMA Bookstore
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