What Do You See In Beer Magazines?

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:

Female                       Male

All About Beer

March 2017                           21                               55

January 2017                        19                               50

Beer Advocate

#113                                       6                                  20

#118*                                     15                               23                        *Female STEM article

#120                                       9                                  54

Brewer

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

Zymurgy

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.

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Great Leaders: Well Stated by Simon Sinek

As a guest of a business meeting this week, this TED Talk given by Simon Sinek was shared at the beginning of the meeting.

Watch it here.

Brilliant. Straight forward. And exactly what WEB does: We start with the Why first. If you don’t know the why and if you don’t share it, why (truly) should people literally buy into what you’re selling? They’ve no good reason unless they’re sympathetic, supportive friends and family or suckers.

Said another way, when people know the Why, then they buy. They buy into ideas, concepts, products, and services. They want to be part of the vision and lend support. It’s all about them – not the product ultimately, and that’s good.

There has to be “something in it” for everyone – starting with the customer first.

Start with the Why. It’ll drive more progress than you can imagine. Onward.

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