https://thegermanyeye.com/mainstream-media-and-the-shameless-manipulation-of-women-3472
Over a year ago, Donald Trump was elected as the latest US president, in a surprise result which hit the mainstream media (MSM) hard. The problem was that the biggest media players in the US, and indeed worldwide, had nearly completely (and mostly unofficially) endorsed his competitor, Hillary Clinton. The MSM suddenly was faced with the unpalatable truth, that they had failed to adequately influence the outcome of the US presidential election, despite their gargantuan efforts to the contrary. The somewhat surprising result was that the public thought for themselves and the MSM was left with the knowledge that its potential to manipulate public perception on important issues was not as great as it had hoped or thought.
A consequence of this, is that it shone light on the media’s attempt to manipulate democracy to push their ideological position, which usually aligns with their financially advantageous goals.
In an age where newspaper circulation is down and alternative media influence is up, newspapers need to maintain a business model which is realistic and profitable, while retaining their dwindling relevancy. They achieve this mostly through advertising – and they are increasingly desperate to increase their online advertising revenue as hard copy sales take a hit. Companies pay newspapers to advertise their products so as to reach their target demographic. Interestingly, many people fail to realise that most companies’ preferred target demographic is women. Worldwide, 80% of all purchases are made by women. Let that fact sink in for a moment. Men may make more money than women, by working longer hours, engaged in more dangerous careers and entering professions which are more difficult but pay better, such as engineering – but women still spend more money than men do. If you want to sell your product, even if that product is aimed at men, you also target women, as they usually control the purse strings in relationships and the family unit. So when advertisers want to sell something, they know their best chance of capitilising their return on advertising investment (ROI), is to reach out to the main decision maker in financial matters, which is usually women.
So, in their desperate quest to maintain profit margins, newspapers need to deliver the female demographic to potential advertisers. Doing so gives good ROI to the advertisers and makes strong business sense to the publisher.