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Article: How to target religious conservatives: this unpredictable demo likes Oxygen's sex shows and Pax TV.(Ad Infinitum)
- Article from:
- Broadcasting & Cable
- Article date:
- December 20, 2004
- Author:
CopyrightCOPYRIGHT 2004 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Oxygen has worked hard to position itself with edgy programming about sex, women's rights and lifestyle issues. If the network had a political voice, it's probably left-of-center. So it's a surprise to the network--and its advertisers--to discover that it has a loyal audience base in religious conservatives: the same group political analysts say re-elected George W. Bush, wants women to adhere to traditional values and prefers discussions of sex be kept in the bedroom.
"[These findings] do fly in the face of what the conventional perception is," says Debbie Beece, president of programming at Oxygen.
Simmons, a leading New York-based market researcher, a ...