Radio station 2UE is setting a new tone for commercial talkback with the appointment of Prue MacSween to the 8pm to midnight timeslot, which was previously filled by Stan Zemanek. ÒItÕs been a long time coming for women on commercial radio,Ó MacSween says. ÒWeÕre aiming to target a younger, more informed listener without disenfranchising the core 2UE audience. We will try to broaden it to women, but it will also appeal to men.Ó MacSween says many women listen to radio in the evening. ÒThey donÕt like TV. ThatÕs why pay TV has done so well. I donÕt think advertisers understand the impact of radio on peopleÕs lives,Ó she says. MacSween is a panelist on Beauty & the Beast, broadcast at lunchtime on Network Ten and evenings on Foxtel. She has worked as a TV journalist and PR consultant, and has studied marketing and advertising. On radio she promises to be opinionated, although on many issues her stance will be different from Stan Zemanek, who was known for his controversial views and brash style. ÒWomen make the purchasing decisions in households. I donÕt know if the women I will attract will attract a different advertiser, but I do want to broaden the program. ÒI want to help close the generation gap by giving young people a forum to air their views. We will introduce a teen segment, for them to talk about issues that affect their lives as well as current affairs Ñ as well as hearing the views of older people,Ó she says. Evan Mistilis
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