Betty Cohen, "a marketing whiz who put Cartoon Network on the cable map," and has been CEO of Lifetime Network for the last year, was recently profiled in USA Today and showed some insight into her new target ... women.
"Q: You're phasing out the slogan "Television for Women." How come?
A: What women are saying is: Don't tell me you're television for women. I'll be the judge of that.
Q: You've been doing audience research. As Freud asked, what does a woman want?
A: One of the things the research has shown is that, for the women who do love us, the connection to Lifetime the brand is a powerfully emotional one. They're mostly powering through their day and check their emotions somewhere else. They've got to get the kids to school. They've got to deal with the boss at work without blowing up. All these things. So if Lifetime is this place where they can actually have an emotional reaction to a story that in some way they identify with, more power to us.
And the evolution that I want to make is that the emotion doesn't always have to be crying. We need to speak to the array of emotions that women need and want that gets shoved aside in their busy lives."
See the whole thing here.