Friday, March 21, 2014

Jacksonville Jaguars announce new broadcast partners

The Jacksonville Jaguars have reached agreements with new flagship radio and TV broadcast partners for carriage of their on-air programming in and around the Jacksonville area. For the first time, Jaguars games and official team radio programming will be heard on 1010XL AM and 92.5 FM, the team’s flagship radio partner. In addition, the games will be simulcast on a network of radio stations around the Southeast, including 99.9 Gator Country.

The TV programming, which includes preseason game broadcasts, will return after 11 years to WJXT-TV Channel 4, and in addition the preseason games will air in the Orlando market on Channel 4’s partner station, WKMG Local 6. WJXT was previously the Jaguars’ local television partner in 2001-02.

“We’re very proud to team with all of these partners and we look forward to expanding our radio and TV programming with them,” Jaguars President Mark Lamping said in making the announcement. “Given
the size of the Jacksonville market, it is critical that we reach all current and potential Jaguars fans. Our new partners will help us do that in Jacksonville as well as the surrounding region, including the important market of Orlando.

“1010XL brings a broad audience of loyal listeners and avid sports fans  and no TV station is more focused on Jacksonville and the local market than Channel 4,” Lamping added.

The partnerships are multiyear agreements and terms are undisclosed.

“The Jaguars are the most important sports franchise in our city’s history, and we are honored to become the flagship station and to be part of the team,” said 1010XL General Manager Steve Griffin. “Everyone is impressed with the team’s new regime, their dedication to the city and the fans, and the positive momentum coming from EverBank Field. We are excited about using our resources to help the cause and to grow together in the years to come.”

“There’s a lot of anticipation building in and around the Jaguars family as we embark on our 20th season,” Lamping added, “and these new broadcast partners will help deliver that to longtime fans and new audiences throughout the Southeast region. We’re working hard to grow our fan base, and we are confident that our new partners will help us achieve that goal.”

Monday, December 30, 2013

Survey: Detached dads less prevalent than 10 years ago


Wanted to share this great article I came across last week....

Survey: Detached dads less prevalent than 10 years ago

The detached dad, turning up his nose at diapering and too busy to bathe, dress and play with his kids, is mostly a myth, a big government survey suggests. Most American fathers say they are heavily involved in hands-on parenting, the researchers found.
The nationally representative survey shows fathers' involvement has increased slightly since the government first asked in 2002, coinciding with research since then that bolsters the benefits of hands-on fathering.

The results are encouraging and important "because others have found the more involved dads are, the better the outcomes for their children," said researcher Jo Jones of the National Center for Health Statistics, part of the Centers for Disease Control Prevention. She co-authored the report released Friday.

More academic success, fewer behavior problems and healthier eating habits are just some of the ways fathers' involvement has been linked with children's well-being.

"Times have changed," said Robert Loftus, 34, of Yonkers, N.Y. He quit a six-figure sales job a year ago to care for his two young children while his wife works full time. "We're trying to rethink our priorities and family seems to be the No. 1 priority whereas in the past maybe people were more focused on career."

The results build on volumes of research showing changes in the American family since the baby boom years and before, when women were mostly stay-at-home moms and dads were the major breadwinners. As those roles shifted, so did the view that moms are the only nurturers.

University of Chicago sociologist Jennifer Bellamy, who also studies fathering, said some old stereotypes persist, "that dads are sort of the co-pilots in their families," absent or less involved than moms.  But she said the survey confirms that fathers "are quite involved in a variety of different and important ways."

The study involved nearly 4,000 fathers aged 15 to 44 who were interviewed in person between 2006 and 2010. One caveat: They self-reported their involvement, without input from their partners or others. Most men were married or living with a partner.

Key findings among fathers living with children younger than 5:
• 9 in 10 bathed, diapered, helped them use the toilet or get dressed at least several times weekly.
• Even higher numbers played with them and ate meals with them that often.
• Almost 2 out of 3 read to them at least several times weekly.
Among dads living with kids aged 5-18:
• More than 9 out of 10 ate meals with them at least several times weekly and talked with them about what happened during the kids' day that often.
• Almost 2 out of 3 helped with homework several times weekly.
• About half took their kids to or from activities that often.

Overall, almost 90 percent of dads said they thought they were doing at least a good job of fathering.
The researchers noted that during the study years, 45 percent of U.S. men — 28 million — aged 15 to 44 had a biological child. About the same number had a biological, adopted or non-related child living with them or an adopted or biological child living elsewhere.

Survey questions were based on whether dads were living with their biological or unrelated kids, or apart.

Most lived with their kids. Not surprisingly, men who didn't were less involved with parenting activities. Even so, several times weekly, at least 1 in 5 still managed to help bathe, diaper, dress, eat or play with their kids. Fathers of older children were generally less involved than those with kids younger than 5 but that's at least partly due to the changing nature of parenting as children mature.
The survey suggests black fathers may be more involved than whites or Hispanics with some activities, including homework, but Jones downplayed racial differences and said some were not statistically significant.

Men with at least some college education were generally more involved with their kids than less educated fathers.

The CDC did a similar survey in 2002 that showed slightly less father involvement. Previous CDC surveys relied only on mothers' responses about family life so aren't comparable.
A national parenting survey by University of Maryland researchers found that in 2000, married U.S. fathers spent about two hours weekly interacting with their kids aged 18 and younger, more than double the time spent in 1965.

Dr. David Hill, a Wilmington, N.C., pediatrician and author of "Dad to Dad: Parenting Like a Pro," said the survey echoes what he's seen among his patients' fathers. Increasingly, fathers rather than mothers take their kids to the doctor, he said. Some "are anxious about changing a diaper," he said, but the study offers reassuring evidence "that everybody's doing this."

Men weren't asked about employment, or whether they were stay-at-home dads, who still are rare though their ranks have increased. Census numbers show almost 190,000 nationwide last year versus 93,000 in 2000. Those numbers only include men whose wives have been employed for at least one year

Loftus, the New York stay-at-home dad, said he feels lucky to be able to be such a hands-on father.
"I'm doing the most important job in the world," he said

Tuesday, November 12, 2013

This blog posting is brought to you by....Movember

Have you heard about Movember?  It is an official global charity that focuses its efforts to have an everlasting impact on the face of men’s health. During November each year, Movember is responsible for the sprouting of millions of moustaches on men's faces around the world. Through the power of the Mo, vital funds and awareness are raised to combat prostate and testicular cancer and mental health challenges.

Movember encourages men to join the movement by growing a moustache for the 30-days of November.  After REGISTERING on, these generous Mo Bros start the month clean-shaven, then grow and groom their Mo (slang for moustache), asking friends and family to donate to their efforts. With their new moustaches, these Mo Bros bring much needed awareness to men’s health issues by prompting conversations wherever they go.

At the end of the month, Mo Bros celebrate their Movember journey by throwing their own Movember EVENTS or attending one of the official GALA PARTÉS held around the world.

The Movember Effect
Globally, the funds raised by our Mo Bros support world-class men’s health programs that combat prostate and testicular cancer and mental health challenges. These programs, directed by the Movember Foundation, are focused on awareness and education, living with and beyond cancer, staying mentally healthy, living with and beyond mental illness and research to achieve our vision of an everlasting impact on the face of men’s health.

Movember - a global movement
Since its humble beginnings in 2003 in Melbourne, Australia, Movember has grown to become a truly global movement inspiring more than 3 Million Mo Bros to participate across 21 countries worldwide.  

In 2012, over 1.1 million Mo Bros around the world joined the movement, raising  $147 million. In the US, over 209,000 Mo’s raised $21 million.
What a great reason to grow a moustache.

Wednesday, October 30, 2013

More men taking the reins of the shopping cart

There seems to be a universal understanding in the grocery world that the household food shopping is done solely by women. Supermarkets and manufacturers are under this belief as well, as their advertising campaigns have been crafted to attract women, an perhaps children who can then tell their mom's what they would like them to purchase.  But is this belief actually correct?  Are these successful multi-million dollar companies actually losing money by continuing this advertising trend?

One only needs to look around the supermarket when they do their shopping to know that answer.  Who is it you see in the checkout line next to you?  Who is that you see taking advantage of that week's Buy One Get One Free selections? Men.  They are all over the store.  Selecting produce; ordering from the meat counter; choosing the cereal.  There are more and more men shopping every day.  They are not just shopping, they are couponing as well.  They are also scanning their store card for additional discounts.  There are a significant amount of single, divorced and widowed men in this country, and they are visiting supermarkets multiple times a week. 

According to the United States Census Bureau, in a data report released in 2012, there were 103 million unmarried people in America 18 and older. This group made up 44.1 percent of all U.S. residents 18 and older.  46.4 percent of these individuals were men.  That equates to almost 48 million Americans who are not being directly marketing to - that is if you ignore the beer and Beef Jerky commercials.

According to consumer-research firm GfK MRI and an ESPN report, 31 percent of men nationwide were the primary household grocery shoppers in 2011, up from 14 percent in 1985. Some estimates are higher. A nationwide survey of 1,000 fathers conducted by Yahoo and market research firm DB5 released early this year said 51 percent were the primary grocery shoppers in their household. Of that group, 60 percent said they were the primary decision-makers regarding consumer package goods, which includes packaged food.

"We're seeing more men doing grocery shopping and more young dads cooking with their kids as a way to bond with them at home," said Phil Lempert, a supermarket consultant. "It's very different from the whole metrosexual phenomenon of six, seven, eight years ago, but a much more down-to-earth (approach), not trying to show off, but trying to be part of the family."

Brad Harrington, executive director of the Center for Work and Family at Boston College, said "men on the homefront are where women in the workplace were 30 years ago," in terms of how they are portrayed on television and even in advertisements — namely, as disengaged or incompetent.  "If we portrayed women like that in the workplace, there would be an outcry," he said.

According to a 2012 survey conducted by Cone Communications new survey, 52 percent of fathers now identify themselves as the primary grocery shopper in their household, and while not all moms agree, about 35 percent say that over the past few years, dad has taken on more of the shopping.  "No doubt male shopping behavior is undergoing major change," says Tod Marks, Consumer Reports senior editor and resident shopping expert. "Back in 1995, studies have shown that only 10 percent of men identified themselves as the family's main grocery shopper. That number has been rising steadily."

The survey included 1,000 parents of kids 17 and under. Other findings showed that 63 percent  of dads make a detailed shopping list and 56 percent  collect coupons or read store circulars.  Additionally, dads are more likely to plan meals for the week ahead of time (52 percent vs. 46 percent of moms), and even more inclined to research grocery products (24 percent vs. 11 percent of moms).

But change appears to be under way.  Kraft scored with men in 2011 by way of its Philadelphia Cooking Creme, which was attributed in part to displaying it near chicken.  Guys impulsively bought that product, thinking that it was a way to try a different way of making chicken. Sales volumes of Philly Cooking Creme were 20 percent above expectations in 2011, the company said, after a $35 million investment in advertising, in-store promotions, coupons and product demonstrations.

The success of Philly Cooking Creme and other brands are case studies Kraft is presenting to the entire company, looking for other products where male-themed marketing makes sense.  Some local grocery chains are also looking for ways to get into the mix. A spokeswoman for Jewel said the chain is watching the trend toward more male shoppers but hasn't made any major changes. A Safeway spokeswoman said they have man-friendly marketing in the works but declined to provide specifics.

Other chains have seen a good share of men for some time. Maggie Bahler, executive marketing coordinator for Whole Foods Market's Midwest region, said the chain's shoppers are about half men, although the company hasn't been tracking shopping habits by gender over time.

Men have different shopping tendencies which are causing food-makers to look at a different set of opportunities, as men appear to be less hurried in stores and more prone to impulse purchases than women.
"The mindset has been that she shops, she really knows every inch of the store, she is really organized, has a list, is in a huge hurry," Calpino said. "We talk to a lot of these millennial guys about shopping, and the biggest headline is they're not as structured, not as hurried, much more experimental, more adventurous."
Stephen Hahn-Griffiths, chief strategy officer with Leo Burnett in Chicago, said men are slightly more inclined to shop around for the best prices than are women.

"Though men are very mission-driven, very grab-and-go, get-it-done, it's not at the expense of paying a price premium," he said. "They are very driven by finding best prices before making purchases, and they're not going to jettison quality either."

Abhi Hansoti, a 35-year-old management consultant, said that because he does most of his shopping at two stores, "I know prices at both places and I'll pick things based on the prices there."  Although Hansoti buys produce from Whole Foods because the quality is better "just from experience," he goes to Jewel for such items as bread and milk.

Hahn-Griffiths said men are less likely to ask for help finding an item but more likely to make a second sweep through the store, in case they've missed something.  "It's part of the hunter mindset," he said. "When you're a hunter, you're more likely to move from place to place and recircle areas you might have missed."  As a result, men might also be spending more time in stores than women.

Despite price sensitivity on shopping-list items, experts say, men are also prone to impulse buys.  Susan Viamari, editor of Times & Trends at SymphonyIRI Group, explained that they "have a little brighter outlook on the economy and their finances, and this is going to impact their purchase behavior and their openness to impulsive purchases, trying new products, things of that nature."

So.....what is my point.  I find it confusing that will all this research out there, why is it the that major supermarket chains for Jacksonville, Publix and Winn-Dixie do not market to the men of the First Coast.  It is true that they are the past and current sponsors of the Jacksonville Jaguars and they both run "tailgating" promotions in the fall, but they will not activate either of these ventures with our radio station that directly markets to men.  Our current advertisers are exceeding their marketing goals by running their commercials and participating in promotions on 1010XL.  Wouldn't it make sense that both Publix and Winn-Dixie would do the same?  If we have Carroll's Meat Shoppe selling out on the cuts they are advertising on our station, wouldn't the "Beef People" of Winn-Dixie succeed as well?  Wouldn't Jaguars sponsor Publix be a perfect participant for our own tailgating promotion?  Again, I find it confusing.

With that said, as we are about to turn the page to 2014....hey Publix and Winn-Dixie...have your people call my people.  I can give you a direct line to the Men of Jacksonville and help you increase your revenues....

Tuesday, October 15, 2013

What We Have Learned About The 1010XL Listener - And You Should Know Too

The last few months as 1010XL's Director of Sales and Marketing has been an incredible learning experience.  Since I had been with the station for over a year, I had seen the response our sponsors had been receiving from their commercial campaigns.  From conversations with them, from the fact that they had purchased additional campaigns and the extremely large percentage of continual advertisers, it had been apparent that 1010XL had been an extremely efficient marketing medium for reaching men and generating business in Jacksonville.

But it was important to learn more.  It was important to learn more about our listener.  Who are they ?  What role do they play at work?  What role do they play at home?  Are they fathers that have kids at home that they are still raising? There were a number of questions that we wanted answered.  So we launched a survey and asked our listeners to tell us who they are.

And we learned a great deal about the 1010XL listener.  Facts that we want to share so that the businesses of Jacksonville, planning for their upcoming marketing year, will have a better understanding and so they may reach this educated audience that has money to spend on themselves, their families and their businesses.

So here is what we learned:

56% have a bachelor’s degree or higher.
We have an educated audience.  We had already known that from the conversations we have with them as callers.

68% are Married, while 32% are single or divorced.

44% have children under the age of 16 living in the house.

These are family men and fathers who make big ticket financial decisions.  They are planning family trips, buying toys and gifts, taking the family out to events.

83% own a home.

48% are considering home improvement projects.

Which means that they have a "honey-do" list to accomplish on a regular basis.  And they are willing to pay for the right  companies to help them clear that list.

21% own their own business.

55% describe themselves as a decision maker for their business.

That is a large number of people.  One out of five of our listeners own their own business.  Businesses  should take notice of this and reach out to these men.  If you are looking to create new revenue for your business to business company, our listeners can help you do that.

63% plan to buy / lease vehicle in the next twelve months.

Car dealers, take note.  Our listeners are shopping for cars.  Constantly.  You would want to be in front of them to help with that decision.

Fast Food

44% eat fast food three times per week.

21% eat fast food once per week.

20% eat fast food once per month.

Our men are eating on the run.  We have a few fast food businesses on the air that have benefitted from this.  But options are good and reaching out to our listeners will help drive more sales in this market for you.

 Fine Dining Frequency

42% eat at a fine dining restaurant one per week.

33% eat at a fine dining restaurant one per month.

They are also taking clients and their significant other out to dinner.  On a regular basis.  A nice campaign from a local restaurant would create a strong result.

We are very proud to provide live and local sports information to our listeners and also to provide the opportunity for advertisers to reach them.  This should provide a strong blue print of who they are and how they can help your business.

We know the stories of our current advertisers success and we are developing case studies to help tell those stories to our prospects.  If you would like to learn more about how a similar business has fared or would like to see a proposal, please email me at  We would like to be able to help you exceed your revenue budget this coming year.


Friday, October 4, 2013

Following Mo on my Phone

I grew up in New York, in a neighborhood that was located in the Bronx.  I was a big sports fan.   I followed all sports, but baseball was my first love.  I watched the great Yankee teams of the mid 70's and the painful Bronx Zoo teams of the early 80's.  I read magazines and baseball books.  I read the paper every day, starting with the sports section.  New York was a great place to grow up as a baseball fan.

When I got older, I had the opportunity to work in baseball, however it was for the New York Mets organization.   But that is a story for another time.  I also had the opportunity to watch the Yankees go to the playoffs every year.  From 1995 - 2007, they made the postseason and won four World Series Championships.  They missed in 2008, but won the World Series again on 2009 and made the playoff each year since until this year.   Considering the injuries, specifically to Derek Jeter and significant major components of their lineup,  they did remarkably well and came incredibly close.  A couple of games here and there they would've made the playoffs and possibly won the division.

The end the season brought to a close the careers of two great Yankees.   I had the opportunity to witness a lot of great Yankee baseball my lifetime and take attend a number of the games that they honored the team's legends.  I was in attendance when they paid tribute to Joe DiMaggio right after his death and the day they celebrated  Yogi Berra when he came back into the Yankee fold.  It was also the day the David Cone threw his Perfect Game.   The pomp and circumstance of what is Yankee baseball is truly an experience all its own.  The legends that played for the team line the walls of Hall of Fame and the team's own Monument Park.  The two men that retired at the end this year, rank among the team's best.   Andy Pettitte was one of the best left-handers to ever pitch for the team.   He holds a number of records with this remarkable team,  a remarkable post season performer, and, best of all, he was developed from the team's farm system.

Mariano Rivera was also developed in the Yankee system and became the greatest closer of all time. I had the privilege of watching his major-league debut on TV and being in attendance 60-70 games where the doors swung open, the sounds of Enter Sandman blared from the speakers and he took the mound to shut down the opponent.   He was truly remarkable, not only has a baseball player but as a human being and it was an honor to watch him play.

The reason I bring this all out is because of how I participated in his ceremony at Yankee Stadium on September 22nd. If I still lived in New York, I would have been in attendance.   However as a father of three that now lives in Jacksonville, FL, I spent those moments at The Bolles School football field watching my two sons play in their soccer league games.   So I was unable to even watch the ceremony live.  Using the technology in front of me, I used my smart phone and the DirecTV app to record anything and everything I could have been able to watch.   That would be great for later, but I wanted to feel it live.  So I logged on to Twitter and became a part of the ceremony.   

The people in the ballpark tweeted.  The news media tweeted.  Those involved in baseball who have a love and reverence for Mariano Rivera tweeted.  Not only did they tweet, but they provided pictures and video.  They provided live commentary of this amazing event going on so I was able to see the activity and feel like I was part of it.  Even though I was in Jacksonville, FL.   

Twitter, and social media in general, have become tools that are necessities to my daily activity, that of 1010XL and the daily activity of companies around the country.  It is also an important distribution vehicle for sports information to be generated.   Whether it's the news reporter tweeting out information teasing his upcoming broadcast, or an announcement of a player injury.  Whether it's commentary from people watching games and giving their analysis or  used by teams to sell tickets and merchandise.  Whether it's just for branding and marketing purposes, teams, media outlets, fans are tweeting about games and major sports activity minute by minute.

Hashtags are set up for specific games and events.  Athletes tweet their feelings and thoughts and interact with the fans.  You get raw exposure.  Real personality.  Some very funny and behind the scenes pictures. 

At 1010XL we use Twitter on a daily basis and will tweet out information about guest that are coming on the show, big stories that we put on to our website and fun observations to have our listeners respond to.  Our on air hosts have their own twitter handles and tweet throughout the day.  And the station will then retweet them and interact with them.   We also use Twitter as a marketing tool to extend the relationship we have with our partners and for them to get additional exposure through our 4000+ followers.

What is more remarkable is the amount to Twitter activity that takes place during a major sports event.  A playoff game, a championship game.   Sports Illustrated just published this list of the five most tweeted sports events of 2013.  They are:

Super Bowl - 26,131,270

NBA Finals Game 6 - 7,796,860

NCAA Final Four - 4,592,598

BCS Championship - 3,989,642

Stanley Cup Finals Game 6 - 1,075,234

yes, those numbers are in the millions...

So...are you tweeting?  Are you following me or our station?  I am @hwolpoff and the station is @1010XL. 


Wednesday, September 25, 2013

Time to Rethink Your Message: Now the Cart Belongs to Daddy

Here is a powerful article that ran in Ad Age by Jack Neff.  If you had not already noticed, Men are becoming the primary food shopper for the family....and are not being advertised to properly...

Survey Finds 51% of Men Are Primary Grocery Shoppers, but Few Believe Advertising Speaks to Them

BATAVIA, Ohio ( -- Mom is losing ground to Dad in the grocery aisle, with more than half of men now supposedly believing they control the shopping cart. The implications for many marketers may be as disruptive as many of the changes they're facing in media.

Through decades of media fragmentation, marketers of packaged goods and many other brands could take solace in one thing -- at least they could count on their core consumers being moms and reach them through often narrowly targeted cable TV, print and digital media.

But a study by Yahoo based on interviews last year of 2,400 U.S. men ages 18 to 64 finds more than half now identify themselves as the primary grocery shoppers in their households. Dads in particular are taking up the shopping cart, with about six in 10 identifying themselves as their household's decision maker on packaged goods, health, pet and clothing purchases. Not surprisingly, given that such ads long have been crafted for women, only 22% to 24% of men felt advertising in packaged goods, pet supplies or clothing speaks to them, according to the Yahoo survey.

The Great Recession has thrown millions of men in construction, manufacturing and other traditionally male occupations out of work and by extension into more domestic duties. At the same time, gender roles were already changing anyway, with Gen X and millennial men in particular more likely to take an active role in parenting and household duties.

Of course, in the survey, men could be overestimating their own role in shopping for the family. Lauren Weinberg, director-research and insights for Yahoo, acknowledges that could be possible -- and that women don't see them making as much progress on that front. But she said the fact that so many men now see themselves as masters of the shopping cart not only reflects real shifts but also means any stigma once attached to men as shoppers is fading fast.

Yahoo's interest in the subject is obvious: The portal has a lot of inventory geared toward men, such as page after page of fantasy-sports content, that could use more advertisers. But its research on men nonetheless seems to describe a new and disruptive reality.

Behavioral research of shoppers shows a number more like 35% of grocery and mass-merchandise shoppers are now men, said Mariana Sanchez, chief strategy officer for Publicis Groupe's Saatchi & Saatchi X. That number has been growing thanks to the economy and changing gender roles, she said.

And while that figure may be far from a majority , the fact that a third of a brand's shoppers are male is an awful lot to ignore. As a result, shopper-marketing efforts are increasingly gender-neutral rather than targeted for female shoppers, Ms. Sanchez said.

A subtle case in point came during the latest Procter & Gamble Co.-Walmart collaboration on "Family Movie Night" Jan. 8 on Fox. The program itself, "Change of Plans," did show a new dad more domestically impaired than a mom when unexpectedly thrust into adoptive parenthood. But in the commercial pod "story within a story" via Martin Agency, Richmond, the dad made a shopping trip to Walmart to load up on P&G and private-label Great Value products.

Such scenes could be a wave of the future for more categories as consumer packaged brands must elbow their way past car insurers, pickup trucks and erectile-dysfunction drugs into one of the surest and most-DVR-proof forums for reaching men: football.

P&G's Head & Shoulders and Prilosec already have become deeply involved in NFL marketing. But most P&G brands still primarily target moms, and it's not always easy to please both. While last year's tear-jerking "Behind Every Olympic Athlete is an Olympic Mom" Winter Olympics ads for P&G from Wieden & Kennedy were generally well received, the Twitter stream about them included an undercurrent of resentment from dads, who still make up the vast majority of volunteer coaches for youth sports.

The shift toward male shoppers, of course, didn't happen overnight, and that may also help explain why some brand managers for years have privately said more broadly focused network prime-time programming delivered better for their brands than more female-focused cable buys, regardless of the cost and what media optimizers indicated.

Perhaps favorably for marketers, Yahoo research finds men are more brand-loyal and less focused on promotions than women shoppers, Ms. Weinberg said. In advertising, they do more product research in packaged-goods categories than women, she said, and, because they're often newer to the categories, prefer ads with more information.

John Badalament, author of "The Modern Dad's Dilemma" and operator of, does see more ads that speak to men, including recent ads for P&G's Old Spice and Kimberly-Clark Corp.'s Huggies. But many ads featuring men still portray them as hapless domestically, which he doesn't believe helps marketers. He likens such ads to the once laughable, now anachronistic grocery scene from 1983's "Mr. Mom."

"Men," he said, "need to be something other than invisible or buffoons in advertising."