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 stuart@whyfive.co.zaw www.whyfive.co.za