Where My Ladies At?

I was honestly hoping a man would write this article. But since I've yet to see one written and I'm up against a deadline, I'll take a stab at it. If you decide to burn me at the stake, go ahead, it's cold in Michigan and I'd appreciate the heat.

Let me start with this: Men of the radio world, you're doing a great job. I love working in our industry, learning from you, and doing this Christian radio thing alongside you. I hear stories every day of people who are blessed by the work you are doing. Well done.

And guys, I don't know if you know this, but you also make up 86 percent of the programming staff at our radio stations (if you count PDs and MDs). Sure, an 86 percent is a solid 'B,' and if this was Geometry class, we'd all be thrilled. This isn't Geometry. It's more like Chemistry...and our levels are all out of whack.

I don't need to educate you on target audiences. Most of us are programming for women, ages 25-54. In the past, she's been called "Susan," or "Becky," or "Julie." I love that in recent years her name has been modernized to "Kate." I have a daughter named Kate. One of the reasons she was given that name is because I thought it would be suitable for a business card, unlike Rainbow or Tyffannnii. (My apologies to anyone named either of these things. I hope your job at the law firm is going well).

When we pick up the phone in the studio in the morning, do you know how many of our callers are women? I'd guess 75 percent. Do you know how many say they have "just dropped the kids off at school and now I'm headed to work?" So many. There are women - listening to your station right now - who are working in high-profile positions in every profession imaginable, but yet we don't have very many of them working in programming or management or leadership positions in Christian radio.

I hope we've gotten past the idea that the preferred place for a woman to be is in the home. For some women, it is. Some of us love the idea of pajama days and hot cocoa and snuggles 24/7, and some of us break out in hives at the idea of being cooped up in a snowstorm for two weeks with our kids because we know how terrible we would be at it. We are not all built the same. Some of us like to work and are okay missing field trips. Really. It's true.

"Wow, Amanda. Chill out. I'm not a sexist! I like women! I'm doing my part!"

That's great. What I'd love for you to do now is look for ways to encourage that behavior in your colleagues. You know, the guys you sit by at CMB events. Have the sharp women in your office sit in on programming meetings and bounce ideas off of them. When there's a job opening (at your company or another), encourage the women you appreciate to apply. Offer to be a reference when they do. When you see an application from a woman come across your desk, don't automatically dismiss it with a "not quite what we're looking for." Is it possible that she could be more than you're looking for? I mean, it's possible that at one time, she sat on the floor of a bathroom, nursing a baby while trying to potty train her toddler while also managing to not burn the dinner that was in the oven, so she's probably pretty good at juggling a lot of things (as Program Directors do).

So, we haven't done a great job of putting women in leadership.

Okay. We acknowledge that, and now that we know better, we do better. We start letting women pick the songs that they love and that they know their friends want to hear. We start allowing women to coach the on-air talent on what women really want. We put women in leadership positions so our stations can build deep relationships in the community and not just get big numbers. I guarantee relationships will lead to ratings, which will then lead to revenue. I have no data on this. But I do have a woman's intuition...and that serves me pretty well.

Let's work on this together. Women, be bold. Men, be aware. You can't change the entire industry by yourself, but you certainly can do your part in whatever corner you have control over.

One last thought - a little advice for my brothers who are on the air. This one's on the house: Do not give your listeners "fitness tips for women." Just don't. You have never given birth, you have never had size 10 jeans fit you in one store and then not fit over your thighs in another. You have never gained baby weight, and you will never know why at some points in the month you just need to bake a pan of brownies and eat the entire thing one small piece at a time.

And it is fine that you don't know these things. You aren't supposed to. That's why you have women who can speak truth about these things so you don't have to.