Transcript Cape Town - Audit Bureau of Circulations of South Africa

ABC Quarterly Circulation Release Meeting
18 February 2015
Consumer
magazines
The future of print media –
opportunities and challenges
Stuart Lowe
WhyFive is a consumer insights company focused
exclusively on large national syndicated surveys.
We provide insights in the form of partnerships,
cross-tab data, brand profiles and market reports
to more than 100 leading brands and agencies.
Media, retail, financial services, loyalty and
e-commerce and are our key areas of expertise.
2012
Unilever Institute National roadshow
TopEnd
1 and 2
2015
2014
N= 24 500
N= 20 000+
2015
2015
2016
N= 20 000
N= 27 466
Unilever Institute
Black Middle Class
4 Million Rising
2013
2013
2016A
Field: Nov 2015
Insights: Feb 2016
Field: Sept 2016
Insights: Nov 2016
WhyFive
Solar
System
2016B
Field: May 2016
Insights: July 2016
Field: March 2016
Insights: April 2016
introducing
Brand Media and Product Profiler
A bi-annual syndicated landscape study
of economically active South Africans
Vital Statistics
1 million+ survey emails send
27 446 respondents (completers)
277 questions
860 brand filters
400 media filters
470 segment categories
Trending and evolving every six months
The BrandMapp
brand profiler slide
pack contains
277 charts
divided into
22 sections:
Imagine what
your rate card
could look
like!
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
demographics
home life
education & employment
income & expenditure
health & wellbeing
psychographics
sports and interests
property
banking
investments
insurance
loyalty & rewards
grocery shopping
shopping for clothes
general shopping
eating
drinking
travel & transport
mobile, digital & online
automotive
mediagraphics
ubuntu & giving back
SA earns R2 trillion a year in gross income
10%
R1 trillion
R10 000+
20%
R5 000+
70%
Poor or struggling class
<R5000 per month
The SA income distribution
Population pyramid (MHHI)
according to Stats SA
R800
million
R200
million
SA annual household income
51% of our sample are R30K+ MHHI
R30K+
10%
R30K
R10to000+
R10K
37% between R10K and R30K
12% are under R10K
20%
R5 000+
A framework for sanity and happiness …
Know your truth
Stick to the process
Let go of the outcome
“Cathedral of the Wild” by Boyd Varty
Know your truth
Ignorance
Your
Truth
Denial
Know your truth
- 6%
Not financially viable
Know your truth
Not financially viable
Know your truth
Fewer people read print
The Industry is in decline
Quality is compromised
Circulation is down
Ad sales revenues down
Crucial skills are lost
Costs are cut
Profitability is poor
No Shareholder confidence
Know your truth
More people read print
The Industry is BIG
Quality is elevated
Audiences are unique
Brands pay more for quality
Crucial skills are retained
Tactical investments made
Profit is a possibility
Shareholders have faith
Know your truth
Know your truth
Are you buying magazines more, the same or less than a year ago?
Magazine readership versus a year
ago
More
6%
Don’t Buy
Magazines
Same
28%
27%
Less
39%
More + same
- Less
= 6%
BrandMapp 2016A
Sample = 27 466
Know your truth
Are you buying magazines more same less than a year ago?
BrandMapp 2016A
Sample = 27 466
Know your truth
How often do you buy magazines from the newsstand?
6%
Same
27%
Less
39%
BrandMapp 2016A
Sample = 27 466
Know your truth
What type of magazines do you read regularly?
“I don’t read any magazines”
4 year trend
BrandMapp 2012- 2015 Sample = 27 466
Young <35 years
Know your truth
Not financially viable
Stick to the Process
Needs
= Behaviour
+
Perceptions
a unique content optimisation tool
for publishers, media owners
and content marketers
Cream clients
for 2015
your
title
HERE!!
Sticking to our process
Y5 and client agree on the competitive set
Y5 and client agree on content variables
– Topics
– Tone and style
Measure reader’s needs & importance of topics, tone, style
We measure reader’s relative perceptions of titles / brands
We produce a roadmap for brand and content development
… and many other things along the way!
What do they want to read about?
Q: Choose the health and wellbeing topics that you are interested in.
Health recipes
Fitness
Health products
Body care
Diet eating tips
Skincare
Hair care
Weight loss challenge
Latest health news
Medical news
Gym
Skin treatments
Disease research and treatments
Inspirational people
Anti-ageing news
Healthy / active travel ideas
New beauty tips
Financial insights on money and health
Psychological diseases
Inspirational / spiritual travel ideas
Emotions of ageing
Running
Meditation
Latest diets
Yoga
News on environmental issues
Non-invasive beauty therapy
Expert columns
Pilates
Swimming
Cycling
Celebrity stories
Celebrity anti-ageing
Plastic surgery
Celebrity health
59%
56%
48%
45%
42%
41%
40%
40%
39%
38%
37%
36%
34%
32%
31%
31%
30%
30%
27%
27%
26%
26%
24%
23%
23%
23%
20%
20%
17%
14%
12%
11%
8%
8%
6%
Base: All respondents
Health & Wellbeing Magazines
clear
‘must
have’s’
How do you like it?
Style and Tone
Q: Choose the words or phrases that describe the style and tone you prefer in a fashion magazine.
Good advice
62%
Informative
60%
Up to date / current
57%
Motivating / uplifting
52%
Interesting
52%
Educational
50%
Accurate
49%
Trustworthy opinion
48%
Helpful
46%
Simple, clear language
45%
Intelligent
44%
Unbiased views
31%
South African content
31%
Short bite-sized articles
28%
Entertaining
27%
Friendly
26%
Diverse content
25%
Sincere / frank
24%
Humorous
23%
Proudly South African
22%
Lots of photographs
18%
Authoritative
11%
Long in-depth articles
9%
Quirky
9%
Sceptical
None
of this
thanks!
3%
Health & Wellbeing Magazines
More
of this
please!
IMPORTANCE
The WhyFive HOT BUTTONS map – How it works …
CREATE
Important
but not
delivered
fully
RATIONALIZE
Less
important
REINFORCE
Important –
get this
wrong at
your peril!
DIFFERENTIATE
Nice
to-have
RELATIVE PERCEPTIONS
Topics hot buttons
– Female
General
Interest Title X
Hotmap
buttons
map
– Shoprite
CREATE
59
REINFORCE
Health recipes
Fitness
51
Health products
Body care
43
Diet eating tips
Skincare
Hair care
Weight loss challenge
Latest health news
IMPORTANCE
Medical news
Gym
Skin treatments
35
Disease research and treatments
Inspirational people
Anti-ageing news
Healthy / active travel ideas
Financial insights on money and health
New beauty tips
Psychological diseases
27
Inspirational / spiritual travel ideas
Emotions of ageing
Running
Meditation
Yoga
Latest diets
News on environmental issues
Non-invasive beauty therapy
Pilates
19
Expert columns
Swimming
Cycling
11
Celebrity stories
Plastic surgery
Celebrity anti-ageing
Celebrity health
NICE-TO-HAVE
LESS IMPORTANT
3
0
3
6
9
12
15
18
21
LEVEL OF ASSOCIATION
Health & Wellbeing Magazines
24
27
30
33
36
Style and tone hot buttons map – Female General Interest Title X
Correspondence Map – Attribute association
CREATE
REINFORCE
Good advice
61
Informative
Up to date / current
Motivating / uplifting
50
Interesting
Educational
Accurate
Trustworthy opinion
Helpful
Simple, clear language
Intelligent
IMPORTANCE
39
Unbiased views
South African content
28
Short bite-sized articles
Entertaining
Friendly
Diverse content
Sincere / frank
Humorous
Proudly South African
Lots of photographs
17
Authoritative
Quirky
Long in-depth articles
6
0
3
6
LESS IMPORTANT
9
12
15
18
NICE-TO-HAVE
21
24
LEVEL OF ASSOCIATION
Health & Wellbeing Magazines
27
30
33
36
39
42
How do you want it?
Q: Choose a preferred method for getting
Gym
News on environmental issues
Celebrity health
Meditation
Latest health news
Celebrity anti-ageing
Medical news
Diet eating tips
Latest diets
Cycling
Healthy / active travel ideas
Fitness
Plastic surgery
Weight loss challenge
Running
Skin treatments
Health products
Pilates
Disease research and treatments
Hair care
Psychological diseases
Yoga
Skincare
Body care
Celebrity stories
Swimming
Inspirational / spiritual travel ideas
Anti-ageing news
Inspirational people
Health recipes
New beauty tips
Non-invasive beauty therapy
Financial insights on money and health
Emotions of ageing
Expert columns
Digital or Print?
information on each of the topics that interest you.
70
30
70
30
68
32
67
33
65
35
65
35
65
35
64
36
64
36
64
Digital
64
36
63
37
38
63
37
62
38
62
38
62
38
61
39
61
39
61
39
61
39
60
40
40
60
40
Print
60
40
60
40
59
41
59
41
58
42
57
43
56
44
56
44
55
45
54
46
Health & Wellbeing Magazines
Printed magazine
37
63
Base: All respondents / interested in topics
Online
36
63
60
PREFERENCE
Print doesn’t
‘win’ anything
- not even
columns!
Take Outs
Know your Truth
•
•
•
•
Your industry truth
Your category truth
Your title’s truth
Your audience truth
Stick to the process
• Know your readers and your rival’s readers
• Know and track their needs and perceptions
• Focus on quality - not quantity
Let go of the outcome
Remember
September
• Lose
• Sustain • Win
-
Go fishing!
Know your truth
Know and grow
Our WhyFive Truth
“Without data
you are just
another person
with an opinion”
W. Edwards Deming
Thankyou!
For more information or a demonstration of the power of BrandMapp please contact:
Stuart Lowe
Director
WhyFive Insights Pty Ltd
m
e
w
t
083 443 8111
[email protected]
www.whyfive.co.za
stuartoweSA whyfiveSA