a unique content optimisation tool for publishers and media owners
TRANSCRIPT
a unique content optimisation toolfor publishers and media owners
What will I get with my cream?1. A clear picture of the demographic profile of your readers – and how that is changing (and it is changing!)
2. An overview of readership trends across content categories – who is reading more, less or the same – and why?
3. An in-depth view of readers’ content needs by category – and their content platform preference.
4. An interrogation of the style, design, engagement and tone that your readers and future readers demand.
5. An analysis of how your title meets these needs and perceptions – with ‘hot-buttons maps’ showing where you are getting it right and wrong!
6. A clear picture of how you perform in these key areas versus your competitors – in print and digital.
What will I get with my cream?
And if you’re a custom publisher, all that plus …
• Empirical evidence of the value you deliver for your client – and their customers.
• Evidence of engagement levels and the efficacy of content marketing.
• A great pitch tool to show off your understanding of specific markets and help you land your next publishing contact!
Your categoryn=1 002
SAMPLE: Reading frequency and involvement in %
Your title
Competitor A
Competitor B
Competitor C
35
22
3
1
23
21
4
3
32
40
19
12
5
9
17
19
4
9
57
65
Every issue
Most issues
Some issues
Hardly any
I don't read
MAGAZINE READING FREQUENCY
Your title
Competitor A
Competitor B
Competitor C
38
31
13
12
44
44
29
25
16
22
39
39
1
3
18
23
Cover to cover
Most content
Some content
hardly any content
MAGAZINE INVOLVEMENT
Your title is the most often read
title with more substantially
more hard-core fans than your
competitors
Your title and Competitor A are neck and almost neck in terms of
reader involvement
SAMPLE: Device ownership and preferences
We can measure whatever
metrics we likeand whatever
platform preferences we
choose
Smart phone
Laptop
Tablet (eg.iPad)
PC
Normal cellphone
Reader (eg.Kindle)
79%
79%
59%
44%
21%
20%
Q: What devices do you own?
Tablet (eg.iPad)
Laptop
PC
Smart phone
Reader (eg.Kindle)
None of these
40%
29%
13%
5%
3%
9%
Q: What devices do youprefer reading content on?
Q: How often do you visit websites for new recipe ideas rather than looking through old magazines?
SAMPLE: category specific interrogation
Our extensive experience in media
allows us to work with you to develop the most effective line of questioning possible to answer
your burning questions.
Often
42%
Sometimes
40%
Hardly ever10%
Never7%
SAMPLE: email newsletter frequency preferences
Q: What would be your preferred frequencyof receiving trout-fishing related newsletters?
Base: Subscribe to newsletters
Every day A few times a week
Once a week Once a fortnight Once every 3 weeks
Once a month Less often
8%
24%
56%
8%
0%3%
1%
The results of
cream research could be responsible for launching a new business division in
your publishing house!
Equipment
Golf courses
Instruction
Golf news - international
Golf news - South Africa
Competitions
Rules
Tournaments
Golf course rankings
Humour
Results and rankings
Local travel
Health, fitness and psychology
International player interviews
International travel
Senior golf
Columnists' opinions
Women's golf
Amateur news
Local player interviews
Golf experience awards
Junior golf
69%
58%
54%
52%
50%
47%
46%
46%
46%
42%
40%
30%
26%
25%
24%
22%
17%
16%
15%
14%
9%
7%
SAMPLE: Magazine topics – what do they want to read about?
Q: Choose all the the golf topics that you are interested in.Base: All respondents
We identify the most needed
topics of interest and can clearly see where the
‘tiers’ of importance lie…
And often find little gems that
would otherwise go un-noticed.
The HOT BUTTONS map – How it works …
CREATE
LEVEL OF ASSOCIATION
IMPO
RTAN
CE
CREATEImportant
but not delivered
fully
DIFFERENTIATENice
to-have
RATIONALIZELess
important
REINFORCEImportant –
get this wrong at
your peril!
SAMPLE: The HOT BUTTONS map – how your title rates…
1 6 11 16 21 26 31 36 41 46 51 566
10
14
18
22
26
30
34
38
42
46
50
54
58
62
66
70
Competitions
Senior golf
Health, fitness and psychology
Humour
Junior golf
Women's golf
Results and rankings
Golf experience awards
Golf course rankings
Amateur news
Tournaments Rules
Columnists' opinions
Local travel
International travel
Local player interviews
International player interviews
Golf news - South AfricaGolf news - international
Golf courses
Instruction
Equipment
CREATE
REINFORCE
NICE-TO-HAVELESS IMPORTANT
LEVEL OF ASSOCIATION
IMPO
RTAN
CE It’s like a blueprint for the editorial
team!And you get the same thing
for your competitive
set!
a client’s view
“Thanks to WhyFive’s CREAM research the Getaway teamunderstands exactly who our audience is
across various media platforms.
We have confirmed that our content strategy is correct and we have a roadmap for future content development. CREAM has helped us
identify our weaknesses and strengths and highlighted opportunities to differentiate ourselves from our competitors.
These insights also allow us to make important tactical decisions about advertising sales and new business development.
We can only describe CREAM as invaluable to the positioning and the future of the brand.”
Ian Dinan, Publisher of Getaway
Cream clientsfor 2015
yourtitleHERE!!
thankyou.
For more information or a demonstration of the power of BrandMapp please contact:
Stuart LoweDirectorWhyFive Insights Pty Ltd
m 083 443 8111t 021 671 8955f 021 671 9065e [email protected] www.whyfive.co.za