Kyle Sandilands vs Australian women, she who controls the purse strings controls the dial

Kyle Sandilands

Kyle Sandilands

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by StreetCorner
25/01/2012

Watching the Kyle Sandilands saga unfold it’s not surprising that the commercial backlash against Southern Cross Austereo has been severe and that the fallout is continuing. Media owners quite rightly assume that high ratings are a guarantee of commercial success but they sometimes forget the fine print proviso which must be obeyed at all costs – Do not bite the hand that feeds you. In the case of 2DayFM, the hand that feeds a radio station aimed at 18-35’s is the purchasing power of women and the power they hold is their willingness to switch brands when blatantly disrespected.

Most of the consumer decisions in this country as elsewhere are driven by women and attacking woman with venom and spite, no matter how high your ratings are is commercial suicide. Maybe men don’t see things in the same way but an attack on one woman is, as far as most women are concerned, an attack on all women.

It’s a lesson that the NRL was likewise slow to learn and has paid a similarly high price in lost sponsorship dollars.

It hasn’t helped Southern Cross Austereo’s cause that it was slow to reluctant to distance itself from its highest paid star or that Kyle took forever to issue anything that even vaguely read like like an apology.

Let’s remember for a moment what started all the fuss, Kyle attacked a female journalist who had the temerity to criticise his Channel 7 TV show 'Night with the Stars’. His attack on the journalist started like this:

“Some fat slag on the Telegraph website, sorry, the news.com.au, has already branded it a disaster. You can tell by reading the article she just hates us, and has always hated us. She trawled through the twitter comments and pulled out all the bad comments and ran them. What a fat bitter thing you are, you deputy editor of an online thing. You’ve got a nothing job anyway. You’re a piece of s**t”.

He then went on to call the journalist a ‘bulls**t artist and to criticise her hair and rounded out the exchange with Jackie O by saying ‘You haven’t got that much titty to be wearing that low cut a blouse. Watch your mouth, girl, or I will hunt you down.”

So given this tirade it doesn’t take a marketing genius to figure out that advertising on the Kyle & Jackie O Show is going to need some careful thought if you are a brand who relies on the goodwill of women.

A man heads up Southern Cross Austereo, Channel 7 and most of the brands who’ve pulled their advertising 2DayFM but women control the purse strings of both their personal and family budgets and in the age of social network lobbying are increasingly exercising their muscle against personalities or sports stars who fly in the face of their values. Woman have quickly learnt that they will rarely get a satisfactory response from media or sporting organisations, as the DNA of these organisations requires them to close ranks around their talent so they target the real funders of media and sports - consumer brands. The digital age has finally given women an easy and immediate way of reminding consumer brands that they are paying the bills and the monkey should be dancing for them, not a media or sporting star. Media companies should expect this trend to increase and will no doubt start taking seriously the appeal of their talent to mainstream women.

To date the list of advertisers who’ve pulled their advertising includes; Telstra, American Express, Holden, Fitness First,Jenny Craig GIO, Bulla, Federal Government, Coles, Bunnings, Vodafone, McDonald's, Ford, CUA, Bunnings Warehouse, Libra, Nissan, The Good Guys, Lexus, Volkswagon, and Blackmores.

Those who are either continuing to advertise or have yet to confirm their position include Harvey Norman, Dick Smith, Westfield, Foxtel, Samsung, Toys R Us, Commonwealth Bank, Big W, Pepsi, Goldmark, iSelect, ING, TPG, Olympus and Holiday Inn.

The campaign against Kyle Sandilands is a grassroots one, helped along by Facebook, Twitter and the petition site Change.org, where the petition for Southern Cross Austereo to ‘dump’ Kyle Sandilands has gathered almost 35,000 signatures http://www.change.org/petitions/2day-and...

But unfortunately for Southern Cross Austereo the pain is unlikely to be temporary, woman have long memories, especially for people who call them ‘fat slags’.

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Hi i couldnt get to the petition from your link ..... so searched and found http://www.change.org/petitions/2day-and... whereas your;s is http://www.change.org/petitions/2day-and... so it seems to be the full stop - can you remove that please ta !

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Here's the link to the 4 Australian women mentioned in the SMH last week. Their small group is having a huge impact on Kyle's advertisers..Request to join them if you want to help https://www.facebook.com/?ref=tn_tnmn#!/groups/3.../

In a maelstrom of media coverage, at last an article that 'gets it'. For the last sixty odd days I've devoted an hour of bile to get rid of Kyle Sandilands because of all the things you summarise in this piece. For too long Australian women have been milked and then done over by brands. Well we're now armed with electronic megaphones and an internal compass. If you're built on solid foundations, you have nothing to worry about, however those built on sand better tremble. Congratulations on a great piece that captures the zeitgeist perfectly!

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Whilst women do have rights to be protected from abuse, there is a sinister reason behind the sacking of one person - one person who cannot control his mouth. It is an extremely selfish attitude for a group to only care about itself and make an big issue out of it, as though it is the only group that has been insulted. It's as simple as this: if you don't like it, don't listen to it. Done deal.

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