littlejohn said:
Women have more acute high frequency hearing than men. They will respond to high end grunge more quickly. In fact, if you begine to see the - 34 females drop off in ratings with no change in product, look to the audio quality... often you'll find some crud appearing in the high end. When you do focus groups, you find the women in this circumstance will tell you they dropped that station becuase they 'didn't like it'. We tend not to articulate that sometheing is wearing on us so much as we tend to simply remove it. It is insidious, you can chase your female demos off without knowing it if you aren't careful.
Very true, and one reason why Optimod factory presets can sometimes sound "too clean and a little bit dull" for the tastes of the (mostly male) posters here. When Greg Ogonowski and I design them, we are always very aware that "clean and without over-hyped highs" never caused anyone to tune out. In other words, we try to make presets that keep audiences listening, because ultimately that is what builds ratings and helps stations bring in revenue.
(As an aside, I think that record companies need to learn the lesson that broadcasters learned long ago. I don't think it's a coincidence that the brighter, louder, and more distorted CDs get, the more CD sales decline.)
Bob Orban