Madison Avenue Discovery: MEN SHOP!

[scotrace]

This one is long, but very interesting:
Businessweek: Secrets of the Male Shopper


"The challenge will be reaching these men and moving beyond the heavy focus on the extremes. "Men are portrayed in a buffoonish, sophomoric way or as sensitive, feminized men," says Erv Frederick, who heads the Miller Lite brand. "The bulk are somewhere in the middle, and those are men who haven't been spoken to." No lie. According to Leo Burnett, 79% of American men say they can barely recognize themselves in advertisements."

 

[Feraud]

Thanks for posting the link. I have the issue at home and was thinking of posting a few words.
My favorite quote of the article:

"Men under 35 shop more like their sisters than their fathers and grandfathers," says Wendy Liebmann, president of WSL Strategic Retail.

lol
My feeling about the article in Business Week is it is geared towards business (obviously) than informing the man on the street. It is all about marketing agencies understanding and exploiting the different male types according to their surveys.
Useful info I guess.