MIW Study: Women Head Sales At 30.1% Of Radio Stations
April 4, 2007 at 6:11 AM (PT)
A study on radio management by MENTORING AND INSPIRING WOMEN IN RADIO (MIW) reports that in 2006 women served as heads of radio sales departments at 30.1% of AMERICA's more than 10,000 stations. The number is a small increase over 2003's 29.5%. Women remain more than twice as likely to be GSMs as GMs (15.3%) or PDs (10.6%), ratios that have not changed in four years.
Among group owners, CLEAR CHANNEL and CBS are above average with 34.4% and 39.7% female GSMs, respectively. Among the largest groups, SALEM is lowest with 19.6%. Companies owning 12-19 stations average 27.2% female GSMs, while the 33 groups with 20-29 stations average 34.5% female GSMs, ranging from none at MID-WEST FAMILY STATIONS and EAGLE RADIO to over 40% at GREATER MEDIA, COMMONWEALTH, and MAPLETON to over 75% at SPANISH BROADCASTING SYSTEM and MAVERICK MEDIA. Groups with 30-49 stations average 35% female GSMs, with QANTUM, FOREVER, and TRIAD over 50% and BEASLEY, JOURNAL, DOUBLE O, and BACKYARD below 25%. Groups with 50-99 stations average 33.2% female GSMs, with COX highest at 41.1% and NRG lowest at 12.5%.
"Women have clearly demonstrated their ability to excel in sales and sales management, and we feel it’s positive that women hold over 30% of the GSM positions in radio," said MIW spokesperson JOAN GERBERDING. "But industrywide, there’s been essentially no improvement in opportunities for women in sales management over the last four years."