Last week, All Access reported on a study by the radio consulting firm of Alan Burns and Associates that focused on women's listening habits. The general message from this study was women are heavy radio listeners, yet they say most radio stations don't understand them. They don't know what they are like. I'VE BEEN SAYING THAT FOR THE PAST FEW YEARS!
They want more personalities, more information about the artist, and more new music. That is everything that I have heard people in radio management say that women (and radio listeners in general) don't want.
The things I've heard said about what women listeners make them sound like an ultra-prudish version of Sarah Palin. They don't realize that a female friend of mine, who is 27 years old, is a big fan of Sublime. She and several other female friends of mine love the Pirates of the Caribbean films. Also all my female friends have tattoos. They DO NOT wear Birkenstocks. They DO find Family Guy and Beavis and Butthead funny. These women are not easily offended like so many male radio executives believe. Women want to be entertained. Alan Burns found out these women want radio to be FUN. Burns suggest that if radio doesn't change, the industry could lose a generation of listeners.
Now, how many radio executives and programmers will listen?