Writing for your audience: men in tech and Business Insider

To properly keep track of the various goings on in the tech world, one should consider having a blog IV set up for constant transfusion. From aggregators like Hacker News to Tech Meme to the big guns like Tech Crunch or ReadWriteWeb, if I actually made it a goal to be fully aware of the endless financing rounds, start-up busts, character dramas, new partnerships or ridiculous viral videos, I’d likely never get any actual work done. That, or I would sleep less than my already ill-advised number of hours.

One of the first tech blogs to tickle my fancy, and one that I’ve even welcomed with open arms to my sacred Gmail inbox, is Silicon Alley Insider. It’s a bit of a guilty pleasure, with the writing often taking a tabloid-esque approach in its celebritized treatment of the tech players and start-up sagas. This morning, I opened up an email titled “How Men And Women Look At This Half Naked Woman Differently:”

Email marketing at its best

My initial reaction was to try to find the correlation to business or technology, which would in turn merit email headline (in this case, the researcher’s use of eye-tracking software). Secondarily, with six bikini-clad women above on the fold before 6am on Monday, I’d be curious to see the growth in click-through rates compared to other, less sexualized emails.

While it is Monday and the tech news circuit is often subdued come happy hour on Friday, an eye-tracking study comparing gender perceptions of naked women is not necessarily in my “must reads” to kick off the week. However, relevance is in the eye of the beholder. And when you are competing for precious “eyeballs,” hits and clicks to a content-driven website, one should clearly write for his or her audience, providing targeted hooks to get them reading more.

So who is the typical Business Insider reader? According to Quantcast, nearly 70% of the readers are male, 84% without children, and almost 50% make more than $100k:

Who said men didn't like gossip?

The demographics are not surprising, and actually borderline ironic given the second headline in the email about women being more active on Google Plus than originally thought. Not to worry, men in tech, the women using Google Plus are all Victoria’s Secret models who sit at their desks in lace lingerie. I’ve heard some complaints from the girls, though. The angel wings are getting to be a bit of a nuisance.


One comment

  1. tried to find your CTR pondering, but failed. However, whatever they are doing their chart is on the rise! http://siteanalytics.compete.com/businessinsider.com/

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