Who do women trust?

Research is starting to show that women trust editorial content more than ads. As a response, Dell marketing representatives in January met with the editors of Good Housekeeping, Real Simple, CosmoGirl, Essence, In Style, O, Parents, and Working Mother, among others.

Before the holidays, Dell pitched its products to the Oprah show. It’s Pocket DJ and 30-inch LCD TV made it to Oprah’s Favorite Things 2004 Shopping List. Turns out, 70% of Dell’s plasma sets were sold in the weeks after the list appeared on an Oprah show in November. It’s simple, women trust other women. The real question is not, who do women trust but why aren’t there more women spokespeople?

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

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