Jane Fonda, Gloria Steinem and Rosie O’Donnell are backing GreenStone Media, a new radio network featuring all female hosts.  The network was launched on September 12.  Their stated goal is to counter conservative talk radio’s “male point of view.”  According to Lowell Ponte’s September 6, 2006 NewsMax.com article, “Fonda, Steinem and Rosie Challenge Rush, ‘Male Point of View.’”  The new network emphasizes topics that include feng shui, plastic surgery, entertainment, cooking and cleaning tips, health care, fitness and relationships.

There are several reasons this format may not succeed.  One is that most television morning news programs carry similar content.  Such content may appeal to television viewers, but not radio listeners.  The ABC radio show, “Satellite Sisters,” is a “lifestyle” show with similar content.  According to Ponte’s article, “Satellite Sisters” has had difficulty attracting affiliates.
 

Secondly, it seems a bit condescending of these feminists to assume that women want such “lite” programming.  Entertainment, relationships and furniture arrangement aren’t intellectual fare.  GreenStone Media’s website even lists “Napping at work” as a topic featured on “The Radio Ritas” September 19 show!  I thought feminism was supposed to emphasize women’s intellect and abilities.  If they are addressing people who can’t stay awake at work, it makes one wonder how capable they think women really are.
 

GreenStone implies the network will deliver “de-politicized, de-polarized talk radio.” Steinem said, “The radio has become overbalanced to the ultra right.”  That gives the impression that liberal views will be part of the programming since the network also intends to address current events, health care and education.  That may not attract female listeners either.  Most liberal female talk radio listeners are NPR devotees.  An all female liberal talk network may not attract any more of the NPR audience than the nearly bankrupt Air America network did.
 

According to the GreenStone website, a survey of 1,000 women by PhiPower found that about 43% of women regularly listen to talk radio, but 74% said they would regularly listen to talk radio for women.  Arbitron did not find this in their 2001 report, “What Women Want: Five Secrets to Better Ratings.”  The Arbitron report was based on interviews with female Arbitron diarykeepers.  Arbitron’s diarykeepers fell into nine separate categories including three that consisted of music listeners and one small group of female sports only listeners.  The Arbitron survey asked women what made them tune in and tune out.  Even among news and talk listeners, favorite music was a “tune in” factor.  Up to date news, weather and traffic also encouraged women to “tune in” as did family friendly programming, (even among the 18 to 24 age group).  The main “tune out” factors were too many commercials, bad songs and rude hosts, (apparently, I’m the exception to that one).  Interestingly, the sex of the DJ or host was not mentioned in the Arbitron survey.  It seems that, if female hosts were a “tune in” factor for women, the survey respondents would have mentioned it.
 

If conservative talk radio represents a “male point of view,” why are approximately 30% of conservative talk radio listeners female?  How do Fonda, Steinem and O’Donell explain the popularity of female conservative talk radio hosts who include Laura Ingraham, Tammy Bruce and Monica Crowley?  Feminists probably see these listeners and hosts as sellouts who abandoned the “female” point of view.  Since when are issues such as national security, illegal immigration, lower taxes, First Amendment rights, the right to bear arms and school vouchers “male” issues?  One interesting finding of the Arbitron, “What Women Want” survey was that, “Seventy-nine percent of female Arbitron diarykeepers ‘strongly agree’ that hard work brings success.”  That sounds like a group that might support lower taxes and fewer social programs: A group with greater potential to select conservative radio than liberal radio.
 

Greenstone Media’s website does not list the radio stations that broadcast its shows.  According to Ponte, as of August 24, it only had three affiliates.  That isn’t an auspicious start.  It won’t be surprising if this network fails for the simple reason that its backers should have followed Arbitron’s example of asking women what they want instead of telling them.
 

Copyright Eva Ellsworth, 09/18/06, all rights reserved

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