Why Men Don't Read: How Publishing is Alienating Half the Population

[Steven Lyle Jordan]

The issue here may be what the men are reading: Is it fiction in hardbacks, or is it newspapers? Is it self-help books, or is it Men's Health? A great deal of the magazine content out there is male-related, and men are certainly supporting those magazines. You want to see advertising oriented to males? Take a look at a magazine rack, at the covers of Popular Mechanics, Car and Driver and Maxim.

If there is a concern (as the article suggests) that men won't read material put on the iPad... just wait for the magazine publishers to get their content in the iPad, in well-working display apps. When men can get subscriptions of their favorite newspapers and magazines digitally, convenient enough to carry around, read on their commute, share with friends, etc... oh,yeah. They'll read.

[Joebill]

Originally Posted by simplyparticular

I haven't read the article yet, but I ran a Waldenbooks for two years. We were told that men were more likely to go in knowing what they already wanted, and women were more likely to make an impulse purchase, so to focus faceouts, endcaps and displays on women-oriented titles.

And frankly, this seemed to be true based on my customer's actions. Men went straight to the book they wanted, no matter the section. The only time a man ever asked for help was to check if we had stock in the back, or if they were buying for a female or child.

Interesting. I do typically go in looking for a particular subject; however, I do make snap judgement book purchases.

Oh, I'm a guy.

[stargazertony]

Originally Posted by simplyparticular

I haven't read the article yet, but I ran a Waldenbooks for two years. We were told that men were more likely to go in knowing what they already wanted, and women were more likely to make an impulse purchase, so to focus faceouts, endcaps and displays on women-oriented titles.

And frankly, this seemed to be true based on my customer's actions. Men went straight to the book they wanted, no matter the section. The only time a man ever asked for help was to check if we had stock in the back, or if they were buying for a female or child.

I think this is mostly true I'm not an impulse shopper however, once I get the book I've come in for I do look around and usually buy several more books (or whatever) at the same time.

[kennyc]

Originally Posted by Steve Jordan

The issue here may be what the men are reading: Is it fiction in hardbacks, or is it newspapers? Is it self-help books, or is it Men's Health? A great deal of the magazine content out there is male-related, and men are certainly supporting those magazines. You want to see advertising oriented to males? Take a look at a magazine rack, at the covers of Popular Mechanics, Car and Driver and Maxim.

If there is a concern (as the article suggests) that men won't read material put on the iPad... just wait for the magazine publishers to get their content in the iPad, in well-working display apps. When men can get subscriptions of their favorite newspapers and magazines digitally, convenient enough to carry around, read on their commute, share with friends, etc... oh,yeah. They'll read.

Yep! That's the only thing holding me back!

Seriously though. I'd love to have my full-color magazine and newspapers delivered to my reading device (not an iPad with it's friggin' big-brother controls all system)

That would be the Cat's Meow!

[kennyc]

Originally Posted by simplyparticular

I haven't read the article yet, but I ran a Waldenbooks for two years. We were told that men were more likely to go in knowing what they already wanted, and women were more likely to make an impulse purchase, so to focus faceouts, endcaps and displays on women-oriented titles.

And frankly, this seemed to be true based on my customer's actions. Men went straight to the book they wanted, no matter the section. The only time a man ever asked for help was to check if we had stock in the back, or if they were buying for a female or child.

Is Waldenbooks still around?

[kennyc]

Okay I read the article.

I think the publishing industry has become sissified! What we need is some manly men writing (like Edgar Rice Burroughs -- I'm currently reading "Princess of Mars").

[Steven Lyle Jordan]

Originally Posted by kennyc

Seriously though. I'd love to have my full-color magazine and newspapers delivered to my reading device (not an iPad with it's friggin' big-brother controls all system)

Seconded.

[dncharles]

It's not the books, the e-book readers or the reader's gender, it's just good policy to advertise to women- they have most of the spending power and they make a lot of the shopping decisions. No co-incidence that the ground floor of your average department store is for the ladies, and that those tables at B+N, etc - the ones near the door - favor them. It's just good policy. If there is a gender imbalance it's probably that you see more women holding Kindles and more men holding iPads.

[CazMar]

My biggest gripe is that being female any advertising directed at me for books assumes that I will be interested in romance novels, self help quack philosophy and cooking! Amazon didn't do this as they would examine my searches and target appropriate material, but unfortunately Amazon doesn't sell EPUB books so they don't get too many of my dollars these days. Australian Borders' site isn't at that level of sophistication so they just lump me in with their concept of an "older female reader".
My husband reads a lot of the novels I get from the library and likes adventure novels, also reads books about interests like astronomy etc.
Book shops are useless as everything is targeted at people who like romance novels, self help quack philosophy and cooking. Perhaps they are female? Who knows!

[Steven Lyle Jordan]

Now the Nook Color is out, we may see a shift in publishing issues as color magazines move into the digital realm.

Magazines represent both impulse buys (per issue) and consistent buys (as subscriptions), often requiring little actual advertising beyond their covers, because consumers either already know what's in them, or find out through cover art, blurbs, and of course word of mouth. It's a very different product from books, and does not need extensive marketing beyond the product itself; it pretty much only needs to be seen.

And as I said, there are plenty of magazines targeted at men (and boys... comics are the first periodical magazines most boys buy). The average bookstore may put a lot of tables out front for women, but there's usually a magazine rack close to the door for the men.

I personally don't think publishing is "alienating" men... they know men are already an established audience through periodicals, so they can afford to spend their advertising efforts elsewhere.