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."
I can't resist. Coming soon to a bookstore near you:
That's right. This woman is convinced that advertising consistently represents menstruation as an "illness or shameful episode," and has written this book about it, officially convincing me that one can take a stand and write about anything. In it, "documenting how industry advertising portrays women as the Other, Kissling explores the profound gender bias inherent in - and reinforced by - the business of menstruation.
Be sure to make it to can't-miss Chapter 7:
"Chapter 7 looks to counterculture expressions regarding menstruation for alternative means of understanding and talking about menstruation.
"Harry Finley’s online Museum of Menstruation is reviewed, along with Geneva Kachman’s campaign to celebrate menstruation with her development of an original holiday, Menstrual Monday, and her own virtual museum. In Chapter 8, I offer strategies for building on the successes of this “menstrual underground” to transform cultural meanings and to become, in the existentialist sense, authentic menstruating subjects."
Although I find this highly amusing, I suppose I should ask if there is any truth to her cause...