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INMA Knows

Female Readership

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

The way news media companies court female readers has changed. While many companies around the world are upping their editorial game to create products and content created for women, many others are taking it next level. The 2016 Global Media Monitoring Project showed 82% of news articles worldwide are about men. UK research shows women's sports received just 2% of media coverage and only 2% of sports bylines belonged to female writers. In light of such research, Ringier is measuring the visibility of women in media, finding 75% of all articles in Swiss media are about men; Times of India is encouraging women's representation in politics; and five podcasts in Mexico focus on feminist content. In addition, many media companies in the past year turned their focus to how the pandemic specifically affected women. Here is a robust collection of best practices from media companies working to reach female readers around the world.

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Female Readership”

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Ringier’s EqualVoice measures visibility of women in media

Ringier's EqualVoice initiative has helped the media company increase content about women and spurred a social initiative to help other companies gauge how well they are representing women.

04 April 2021

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Times of India campaign encourages women’s representation in politics

Times of India’s “Aadhe Hum, Aadha Humara” campaign highlighted the need for women to be represented in the state assemblies so issues about women would receive attention and their experiences would balance overall law and policy-making in the state.

26 May 2021

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5 podcasts feature feminist content in Mexico

Feminist-focused podcasts in Mexico offer women a place to explore and discuss issues relevant to them.

29 March 2021

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Telegraph Women’s Sport changes the narrative for female athletes

As part of its new section, Telegraph Women's Sport introduced a campaign called “Girls, Inspired” to close the gender gap in school sports.

16 November 2020

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"F**k Off": Fundraising Campaign for Polish Women Fighting For Their Rights

The great energy, anger, and rebellion that brought thousands of women and their partners to the streets protests in October 2020, needed strong and reliable support. We admired the determination, courage, and creativity of the protesters joined by women from the offices of "Wyborcza". The main slogan ...

01 March 2021

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VíaPaís pushes back on Latin America’s tendency to objectify women

Media reinforce troubling stereotypes by objectifying women through the words they choose and the way imagery is edited. VíaPaís is making a concerted effort to change that.

01 April 2021

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El Observador addresses gender inequities with podcast, subscription offer

RompeCristales, which means “glassbreakers,” is both a subscription plan and a podcast series designed to address the gender pay gap in Uruguay. Here’s how El Observador brought attention to the issue and gained subscriptions from female readers.

17 August 2020

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Ringier’s EqualVoice initiative drives gender equality in content coverage

Goals of the EqualVoice initiative include equal representation of women and men in the media, overcoming gender stereotypes in professional role models, new journalistic perspectives for reporting on women, and measures to analyse the coverage of women and men in the media.

10 August 2020

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How to convert, retain young and female subscribers

INMA Presentation File

18 March 2021

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WONEY - Economic Solutions for Millennial Women

Millennials around the world enter the workforce in an era of slow growth and low interest rates. In the face of an unforseen pandemic, Korean millennials spent a year filled with anxiety and confusion. Youth unemployment rates soared to the highest level since the 1997 Asian Financial Crisis. Thus, ...

01 March 2021

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The Women''''s Podcast and Virtual Event Series In Association With Green and Blacks

Part of our mission statement is to ensure that marginalised women, those often overlooked in media, are given a voice: for example, over the years, the podcast has heard from women in direct provision, sex workers, traveller women and working class women and girls. Across 2020, the over arching business ...

01 March 2021

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News Corp Australia’s Shine Awards brighten a dark year by honouring women

The Shine Awards magazine shares stories of the six winners and 18 finalists from across rural Australia. The campaign — which honours female talent — is now in its fourth year.

30 November 2020

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JoongAng Ilbo targets young female readers with YouTube channel

South Korean media company JoongAng Ilbo saw a need in its market: YouTube content that targets Millennial and Gen Z female audiences. Its “Listen for a Smart Life” content does just that.

19 July 2021

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24sata partners with miss7 brand on #Pinkypromiss native ad campaign

The #Pinkypromiss native advertising campaign enables two girlfriends to support each other in fighting breast cancer by setting up personalised motivational e-mail reminders that encourage each to do a self-check every month.

02 June 2021

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VGTV delivers compelling documentary via mobile, reaching young and female audiences

VGTV's mobile documentary, “Tarjei’s Experiment,” followed 29-year-old Tarjei Flove as he battled lymphoma on his own terms.

04 April 2021

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Targeting light readers (younger, female) can boost audience growth

News UK and Amedia chatted with INMA Researcher-in-Residence Greg Piechota about how they are changing data and content strategies to better serve readers considered traditionally “light.”

18 March 2021

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News UK uses data to tailor content to young and female readers

INMA Researcher-in-Residence Greg Piechota shares how The Times/The Sunday Times in the UK — which says it is informed by data, yet not led by it — uses data via the newsroom dashboard to focus content on specific audiences.

17 March 2021

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The Echo Virtual Women''s Mini Marathon

2020 was the 39th year of The Echo Women’s Mini Marathon which typically takes place in late September, it is known as one of Munster’s premier road races and is one of the biggest sporting participation events outside of Dublin.  In 2019,  the race attracted up to 6,000 participants, many of whom fundraised ...

01 March 2021

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“#Fearless at work”

For years, Poland has had one of the lowest female employment rates in Europe: 63%, while the European average is almost 70% 1). Polish women believe that their chances on the market are much smaller than that of men. Moreover, there is a strong stereotype that a woman's place is at home, with children, ...

01 March 2021

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Women Know What’s What

A socially engaged and engaging project, tailored to the current situation caused by the coronavirus and the difficult situation of women who have recently fought for their rights on the streets of Polish cities. The main goal of the project is to build and maintain a women's community by opening spaces ...

01 March 2021

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Hindustan Mission Shakti - A mission to make women feel safe, respected and empowered

Women have formed an integral part of the Hindu Culture – they have been considered sacred in the Sanatan Dharm. To restore the rights of women, there is a dire need to thwart Gender sensitive infrastructures. Hindustan Mission Shakti campaign is a combined effort by Hindustan and UP government to realize ...

01 March 2021

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EqualVoice-Factor as a Service@Ringier

Of all articles in Swiss media, 75 percent are about men. The Global Media Monitoring Project 2016 identifies that this figure worldwide is even higher at 82 percent. Scientists are speaking of a “gender content gap”. As one of the largest multinational media corporations in Switzerland, we see it ...

01 March 2021

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The Economic Times Women''s Forum

The Women’s Forum took shape about three years ago. This is the time (2017) when women’s participation in the workforce was increasing in India; and so was ET’s share of women readers (around 20% then). We were therefore, gunning for three objectives:   Increase the brand’s engagement levels with ...

01 March 2021

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She Slays - A Health Shots Initiative

OBJECTIVE: Provide women a platform to share their stories  of trials and triumphs and inspire other women to overcome their challenges To normalize conversations around topics which are considered a taboo in the Indian society such as menstruation, depression through the bold voice of our #SheSlays ...

01 March 2021

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Times of India increases audience with a female-focused campaign for change

The Times of India struck a chord with its campaign focused on women during Durga Puja, one of the country's largest festivals, by creating an emotional video about how women had been excluded in years past. In addition, TOI saw an astounding jump of 22% in female readership.

12 October 2020

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Times She UnLTD recognises, celebrates female entrepreneurs in India

Times She UnLTD recognises female entrepreneurs in India while inspiring female readers. Its award programme rewards the top 1% of the women who participate in this community for their creativity and business acumen.

21 September 2020

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Amedia grows digital subscriptions post COVID-bump

After sprinting through coronavirus-related content in the early months of the pandemic, Amedia reprioritised its coverage so it was more interesting for readers and more sustainable for journalists. Here are seven ways it increased engagement, especially among young and female readers.

25 August 2020

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VG reaches young, female audience with news explainer videos on Snapchat

VG Rampelys is intended to inform, educate, and entertain a young audience, particularly teenaged girls. Here are five lessons learned since its May launch.

24 August 2020

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Bergens Tidende uses AI to reveal newsroom biases, diversify coverage

The Bergens Tidende team believes Artificial Intelligence has the potential to help prevent filter bubbles, contribute to sustainable financing of media operations, and increase diversity in news representation — especially among women.

09 August 2020

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Norwegian media industry’s Mentor Programme supports women

Each year, 16 participants are chosen to participate in the Norwegian Mentorship Programme. News media companies can use the programme to change the culture of their organisations and follow-up statistics show they are.

06 August 2020

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The Times of India’s campaign finds Kolkata's Women Heroes

The Times of India’s Women Heroes campaign was designed to celebrate extraordinary women from ordinary walks of life. A total of 621 women were nominated, 1,313 women volunteered to support their hero’s cause, and women’s readership increased 2.8%.

03 August 2020

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New Yahoo Life product shines spotlight on mental and physical health

Yahoo Life’s Well-Being section emphasises mental health as well as physical health during the lockdown. The new product provides information on parenting, meditation, loneliness, anxiety, and more.

13 July 2020

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Amar Ujala engages 2.1 million through women empowerment workshops

The mission of Amar Ujala’s “Aparajita:100 million smiles” is to address the many hardships women face today. The campaign has enjoyed a tremendous response, with more than 2.1 million participants to date.

14 June 2020

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News24’s powerful campaign sheds light on violence against women in South Africa

The brutal rape and murder of a young college student fueled anger and fear among South African women. News24 decided to use the moment to open the conversation about violence against women and share victims’ stories.

10 June 2020

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Night Walk for Women

To give women the confidence to walk on the streets, freely and fearlessly.

01 March 2020

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Saluting Working Women

While the lockdown has been harsh to several demographics like daily wage laborers and elderly people, it has also created an exhausting routine for the woman of the house. The lockdown has proved to be a tough situation for the working women in India. Whether it is work from home or work away from ...

01 March 2020

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24sata advertisers engage Millennials with campaign about female sexuality

Colourful infographics and a unique microsite for every participant helped make 24sata’s “Let's talk about sex” campaign a big hit. The news media brand partnered with a women's lifestyle brand and a sex toy brand on the first-ever initiative of its kind in Croatia.

27 January 2020

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Evening Echo scores successful grocery partnership around annual women’s marathon

The Evening Echo approached Tesco to build a win-win partnership around an annual women’s marathon. Bespoke content helped build brand loyalty and drive traffic to the grocery chain, while in-store communication and activities helped boost marathon attendance and prepare runners for the event.

08 December 2019

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