Not just a recitation of dry, academic "facts." Rosin gives you specific guidelines to follow to strengthen your station's appeal to the gender you most want to attract.

For Example:

• Why traditional "positioning" approaches fail with female listeners
• Why stations that feature "No Repeat Activity Days" are vulnerable to cooking of their female listeners by competitive stations
• Why do several formats disagree so drastically from others in the male/female listenership? (Some are 70%/30% male/female; others are are 70%/30% female/male. Why?)
• What most radio personalities wholly overlook once playing music for a female audience. (If you have a music station in a format whose audience is at least 50% female, understanding this wish have a immense impact on your ratings.)
• Using language for Status vs. language for Connection
• The real reason couples fight over the volume on the car radio (and why understanding this wish help you program your music better)
• The key component in vocal music that appeals powerfully to women. (Personal note from Dan O'Day: This is one of the most valuable, eye-opening, instantly verifiable facts I've ever knowing just about music programming. I can honestly tell you this one piece of information is worth the entire cost of this e-book.)
• The extremely important "woman's" issue that men aren't even as aware of. (This lack of awareness has caused several immense marketing disasters - including a TV commercial for a New Island radio station that became the single worst-testing TV commercial in the market's history!)
• Specific examples of stations that with success marketed to female audiences
• Men and women look for several qualities in a morning show. What are the differences? Why? How can you use these preferences to your own ratings advantage?
• Male preferences in talk radio vs. female preferences
• How men and women use language differently. (If you program a Talk station - or just a station that wants to generate much female calls - you must understand how to harness these differences.)
• How & why music "burn" varies between the sexes. (Knowing how to apply this cognition means you can increase your male or female listening without fail.)
• How "world orientation" affects female music testing acceptance rates
• Gender differences in earth orientation. (Women and men actually do view the earth differently. You need to understand exactly why and how.)
• Did you cognize that men and women disagree in terms of the route they hear music? In the route they process music? In the route they relate to music? How should you adjust your programming to take advantage of these differences?
• Biological gender imperatives - and they how they affect radio listening
• A brilliant manoeuvre used by a celebrated CHR station to strengthen its appeal to female listeners. (You can start exploitation this technique on your own station immediately.)
• "Gender neutral" formats - why they appeal equally to several sexes, how to push them further in one direction or the another