More accurately, what don’t you see?
Nudged by an unexpected and thought-provoking conversation earlier this year, I was moved to do what the caller suggested: taking a count of images of women and men in beer publications to point out the sex disparity.
We have a few beer magazines in our home so I got the pile and started counting.
Even I was surprised.
Here’s the yield of this sampling:
All About Beer
March 2017 21 55
January 2017 19 50
#113 6 20
#118* 15 23 *Female STEM article
#120 9 54
May/June 2016 12 41
Nov/Dec 2016 6 29
Craft Beer & Brewing
Oct/Nov 2015 9 46
Feb/March 2016 7 40
April/May 2016 5 57
The New Brewer
July/Aug 2016 34 167
Nov/Dec 2016 20 93
Jan/Feb 2017 18 78
March/April 2016 12 48
July/Aug 2016 8 36
Nov/Dec 2016 18 67
I sent a letter to the editors and publishers of these publications with these findings, in an educational fashion pointing out: “Note: This isn’t an attack – rather highlighting a fact you’ve created which we can change for the better.”
It’s not an attack; it’s an enlightenment, a helpful count to assist those in a position to change things for the better today to see what they are really putting forth.
Do I have an ax to grind? Not with the editors and publishers. Indeed, I count the ones I know as friends and colleagues, have even written for some of them. With beer overall, perhaps. A mystifying grind as it were. People throughout the industry, women and men alike, say they are all for equality and then accept sexism in all sorts of ways related to beer. It’s totally disconnected and assumes that no, they don’t all get it. Not by a long shot. And they must to survive and grow.
I did this with respect. Mostly to help grow the full respect for and of women. And with the intent that this will help them see, literally, the positive (and negative) impacts of being blind to what is really unfolding in front of our very eyes. It’s a situation all of them can change – today if they really want to make beer welcome everyone.
What, if anything, did I hear in reply?
Exactly one response; a phone call from the founder and publisher of Brewer Magazine. It was a positive and enjoyable call, a first contact with this person. They expressed their concern. So far nothing else has happened.
So does beer really care about females and including them equitably in the images and articles of the everyday magazines in the trade and on the stands? These numbers can lead you to your own conclusion. I say it doesn’t. If we don’t see it, we don’t believe it.
Why did I do this?
I focus on the Why (qualitative, psycho graphic – reasons to our decision making factors) and I wanted to see what exactly the numbers were; to communicate that the research I’ve conducted for 8 years does in fact show in data (insight) what the pages did in pictures.
Women Enjoying Beer exists to enlighten those in the beer world who see value in knowing what the most powerful beer buyer and drinker does and thinks. We’re the only firm on the globe holding this precious and useful information. It’s researched procured data that tells the full story, something that statistics and scan data can never do. Why Women Buy Beer. For the right company, what we offer is life & business changing for the better.
If you are one of the right people, I can help you significantly grow your business.
FYI: Licensed Data is now for sale to qualified clients. Call me to discuss. 515.450.7757 PST
Counts include all relatively easily discernible images, overtly female and male, photographs and illustrations, ads, articles, editorials.
Includes advertisers illustrations and art, since you can control what you accept and decline.
Crowd shots factored in depending on how easily gender of people in shots can be quickly determined.
If you count and have slightly different numbers, the point is still the same.