Maybe I should have put quotes around “men” too… If I read more, I might know what to do here. Sigh. Alas, I don’t read, apparently, because I’m not being courted by the powers that be. Interesting article: definitely worth a thought, but perhaps sore for your head on Monday? Listen, come back tomorrow when you’re more rested and have stopped those burpy little dry heaves you’ve been getting since Sunday morning, the ones that taste like peach schnappes cut with turpentine. Once those are gone, you’re ready for serious critical thinking.
Men read. Tons of them do. But they are not marketed to, not targeted, and often totally dismissed. Go to a book conference, a signing. Outside of a Tucker Max event, what percentage of attendees are men?
I thought about this while watching the first television ad for the Barnes & Noble Nook. The ad itself, I think, is quite well done and effective. It tells a story, hits strong emotions. But notice something odd? It markets itself solely towards women. What about the Kindle? Amazon is a brilliant, juggernaut of a company, but the ads for Kindle with their twee music would make any guy groan. Why would men buy an e-reader, considering the takeaway from these ads is you can a) learn about your pregnancy after falling for Mr. Darcy, or b) become Amelia Earhart or Holly Golightly?
Now look at the ads for the iPad. Cool, right? They catch your attention without alienating half the consumer population. Why can’t we do that? Make a fun, cool campaign that doesn’t cut your audience off at the knees?
I’m tired of people saying Men Don’t Read. Men LOVE to read. I’ve been a reader my whole life. My father is a reader. Most of my male friends are readers. But the more publishing repeats the empty mantra that Men Don’t Read the less they’re going to try to appeal to men, which is where this vicious cycle begins.