Gintama was mentioned earlier but bizarrely it stands up as one of the greatest depictions of female characters in today's Shounen Jump in my opinion; it's a comedy but the women are just as gross, powerful, flawed and weird as any of the guys. I think it's also fair to say that there's a reasonable amount of (equal opportunity) fan service in Gintama, but nobody ever gets reduced down to just being a 'fan service character' and nothing more. Well, nobody important. It's a shame it flopped in the US when Naruto, Bleach etc went from strength to strength. There's no justice in the world.
One of the things I can't stand about promising ensemble casts is when they get reduced down to a hero or two and then a bunch of one-dimensional plot devices masquerading as different characters. I gave up on Bleach early on but I definitely get the impression that it's guilty of this, yet I don't think sloppy writing should always be conflated with fan service.
This may be my biases speaking but when I watch a fan service show aimed at women - let's use Free! as the example because it's hard to argue about its intent and I think a lot of people have seen it - I feel that the guys, however idealised, tend to be treated much more like actual people who could exist than a bunch of walking pecs. They have their own dreams, fears, strengths and weaknesses, and they're developed well enough that they come across as being human rather than a shopping list of convenient tropes. Even when the setting is unabashedly stupid like with Bakumatsu Rock, the guys are stripping off and getting into compromising situations because they chose to do it. It's sort of liberating and healthy in a dumb way. That's the kind of fan service I like. There are plenty of examples of this kind of thing in male-orientated fan service too.
I've talked about my belief that women are (perceived to be) less 'visual' than men, so a lot of the service aimed at them tends to appear more subtle than having Tsunade's giant jubblies wobbling around on the screen or showing stolen panties flying into the sky. There's also the issue that self-motivated men are viewed as more attractive whereas pathetic, weak women seem to appeal to the stereotypical male viewer (at least in the minds of production companies). Would fan service be so much of a problem if the women kicked ass and seemed like decent role models in their own rights?
R, rambling while fixing something
(I'm assuming men like women and vica versa for simplicity in these examples but these are just target audiences and not fixed demographics, so please freely invert the assumed genders if required.)