Saturday, 13 February 2010
We have little talk radio in the UK and, in our markets awash with Hearts, Magics, Reals and Smooths, we have no talk radio targeting women.
When you first start in radio, researchers are keen to stress the importance of the female listener who, we’re told, tends to decide what station’s on the set.
So, how do you think a talk station aimed at these very important people would do? Depending on where you are in the world, you may already have one on-air.
As far as I can remember there has only been one station in the UK that clearly stated that it was for women and that was called Viva. Remember that? It later became Liberty.
Neither lasted but, before you scoff that it kills off the suggestion, these stations were on AM and Liberty’s breakfast presenter was a certain Toby Antsis, now networked across the UK every morning on the hugely successful Heart network.
As I say, talk radio for women does exist elsewhere in the world.
For example, my Talk 107.1 has just relaunched in the Minneapolis and St. Paul’s market of the US.
I really like the concept with a Richard and Judy type morning show, the Shop Girls on a Saturday morning and Katie K-9 with advice for your pet pooch.
The aim is to appeal to women but without alienating men. This is nothing new of course.
How’s my Talk doing? I’m sending a copy of this blog post to its Program Director, so we may find out soon (I’ve been unable to source the Arbitron listening figures on-line so far) but it certainly has an active facebook community.
Speaking of which, isn’t social media proving again how we ALL love to talk? (Facebook confirms its huge 350 million users are split pretty evenly between males and females.)
It seems to me for every arguement against talk radio for women – “These stations are traditionally more popular with men” – there is a counter – “Ok, well, how about a little show on BBC Radio 4 called ‘Woman’s Hour’”.
What do you think?