4. Inaccessible content

The stories we target at women: We assume women are only interested in ‘women’s issues’ or soft topics such as entertainment or science and health over politics, business or sport and so we tend to silo ‘women’s content’ in a single tab on a news site. 

The method of storytelling that we use: We tend to tailor ‘real news’ and business and sports content to our men audience by using impersonal and factual reporting styles with limited visual content. Research shows that women respond better to more personal and visual content, yet we use styles and formats that we know work for men and often don’t do audience research on our 50% women audience to understand methods, styles and formats that appeal to them. 

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