Featuring More Female Sources Could Increase Your Audience Engagement, Research Suggests
What would happen if news media struggling to survive applied the productivity mantra “What gets measured gets done” to the sources they quote? Business research, Hollywood sales data and anecdotal evidence from the news industry itself all suggest it’s worth a try. In many western democracies — the U.S., the U.K. and Canada included — most major news organizations continue to feature three or four times as many men as experts or sources as they do women.
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