Jane Congratulates a Coyote
Jane Buzzes about Buzz

Jane Tally's Up A Fit by Five Focus

It's Tuesday-- in the afternoon. (Sounds like a Moody Blues song to me.)

Jane is finally posting our Fit by Five! We have been trying to get to our blog all day long! Today, we pulled together a focus on variety. The variety of information you can pull off of the web to aid you in getting more women to your website--to buy your products and services. It's out there, dear reader. A virtual toystore of marvelous information that will help you market to women who shop online. Look at what Jane found for you today:

1. From the Center for Media Research, back on March 1st, a report on print and digital magazine reading revealed that folks spend approximately the same amount of time on their print magazines as they do on their digital magazines. The following is some of the results from the PennwWell audience development:

1. How many of the last 4 issues have you read or looked through?

Digital: 74.6 percent                               Print: 78.0 percent

2. How much time, in total, do you spend reading orlooking through an average issue?

Digital: 39 minutes per issue                     Print: 41 minutes

What's important about this study, dear reader? The fact that digital viewing is rapidly catching up with print. Your website is digital-- which means people read your copy, almost as if they were reading a magazine. To make this relevant to women we refer you to a report by Knowledge Networks.

2. At Knowledge Networks, in a magazine survey completed in August/September 2003, it was shown that 53% of men subscribe to magazines while 59% of women subscribe. The survey also showed that more women subscribe to two or more magazines, than men do. More importantly, the majority of women saidy having the magazine related to a TV personality or network did not make them more likely to purchase to the tune of 65% compared to men, at 57%.

Women read more magazines, buy more magazines, and go online to find relevant information from their favorite magazine. Which leads Jane to wonder...are you offering your women visitors a magazine subscription?  Do you know which subscription to offer? Can you find a way to show the women who visit your website that you understand their interest in reading online?

3. In our latest visit to Reveries, a magazine we have neglected of late, we discovered a delightful article entitled, "Microsoft's Jane-ware." We were, of course, excited, even though this was an article about Microsoft-- not necessarily one of our favorite companies (although, certainly not our most unfavorite one, either).

This article is actually an interview with Jane Boulware, the new vp of Global Marketing for Microsoft's MSN. She comes from, of all places, Kimberly-Clark, where she worked on a strategic go-to-market initiative, on a global scale. To quote from the interview,

"Her job, as she sees it, is to make the connection between consumers and their online experience just as snug as Huggies."

Dear reader, we urge you to visit this link and take advantage of this insightful interview into the mind of a woman who knows technology and people, and how to combine the two. She is working on the belief that the "user-experience" is what counts. Can you say the same?

4. This article, from BusinessWeek Online, dates...shall we admit it? all the way back to December of 2004! You may chide Jane for not mentioning it earlier but it got buried beneath the mountains of articles and white papers we print every day.

The article contains a response to a November article titled, "Women lead the Startup Stats." That article was a study in female entrepreneurship. Quoting from U.S. census data, it found, "an estimated 1.4 million privately held businesses in which minority women hold the primary stake, generating $147 billion in annual sales." In percentages, it showed that African-American women's businesses increased by 32.5%, Hispanics, Asians, Pacific Islanders, Native Americans, and Alaska Natives, each by 60%.

According to Sharon Hadary, the executive director for the Center for Women's Business Research, "The personal impact for women may be driving much of the trend. Women-owned businesses are growing rapidly because entrepreneurship is a direct path toward economic independence."

The article linked to here reveals the response to the original article, with comments from all over the world. It's a study in the differences between those old Dick and Jane days, and the new world of the new millennium, where women are coming into their own, and expect you to give them the same considerations you once gave to their fathers or husbands, and most likely, give today to their sons.

We know you appreciate the power women bring to the marketplace. We can only hope that you are thoughtful about how to make it work for you. Read on for our last point today, and note how innovative thinking works on levels no one in that ancient 20th century would have imagined.

5. Here, from the NY Daily News--Daily Dish & Gossip, "Tot brought to you by...  A pregnant South Carolina woman is looking for some cash on delivery. And it looks like she's going to get it."

The story details "Amber Rainey, who made over $4,000 by auctioning off advertising space on her swollen belly to an online casino, rolled the dice again and put the rights to sponsor the birth of her son up for bid."

Jane reserves the right to make faces, which you cannot see, dear reader, but, in the end, we feel a smile coming to our face. This is thinking out of...well, dare we say, the womb??? Amber is pocketing some cash, trading in on an experience some would consider too personal (not the actual birth...but, just about everything up to it!) for sharing with the world. The thought of her pregnant belly tatooed-- we hope it's not ink that seeps through her skin-- with a brand or logo, is quite a stunt.

A stunt that is bound to attract attention-- online and off.

We do not endorse, nor judge, this effort. We merely present it to you as innovative, creative, and as purple cowish as you can get. (to borrow a phrase from Seth Godin, who stole it from Gelette Burgess-- scroll down the page for the full effect.)Purple_cow

Can you find a way to be so bold? To be so outrageous? To tinker with the Gods of advertising and marketing? Women are doing it. Why not you?

What's not to like about that?


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