Spotting white space opportunities just got a lot easier — introducing the new Interest Quadrant

June 15, 2023

Written by Benedict Nicholson

Today, we’re announcing the launch of our Interest Quadrant, a brand new way for comms professionals to identify the top people and brands dominating online conversations, powered by state-of-the-art AI. 

With this release, for the first time, comms professionals faced with any issue or opportunity can instantly unpack the individuals and brands that are driving interest in it, and take action from a position of confidence — saving them time and giving them data and insights to back up their decisions. 

The quadrant will allow you to predict the “white space opportunities” — the elements of a story attracting public interest, but relatively less media attention. It also enables users to visually map the people and brands that are dominating any narrative against those that are largely not breaking through. 

Zach Silber, head of insights and analytics, Subject Matter+Kivvit, hailed the new feature as “a GPS for how to navigate complex public issues“ and said it would provide “a map for brands to compare themselves against their peers – and their aspirational peers.”

Let’s see what that looks like in practice. 

Map public and media resonance with the Interest Quadrant

To demonstrate this, we’ll take a topic that’s increasingly coming up in the political landscape in recent weeks — woke corporations. 

Republican politicians and activists, including the likes of presidential candidate Ron DeSantis, have been criticizing businesses for being “woke” in 2023. The criticism has been bandied far and wide, hitting everyone from Budweiser and Target to Chick-fil-A and Cracker Barrel.

Example of the new NewsWhip interest quadrant, showing the top people associated with Woke Corporations coverage

That is reflected in the personalities mentioned in the Interest Quadrant, with a number of Republican frontrunners for the presidency featuring. Still at the height of media and public interest is Dylan Mulvaney, who was the target of vitriol after partnerships with both Nike and Bud Light in April. 

What’s interesting about this though is that although both Donald Trump and Ron DeSantis are generating a lot of media attention alongside woke corporations, it is not really resonating with the public in the same way — though Trump is more than DeSantis. This tells us that the topic is receiving more attention from the media than the public is willing to give it at this time. 

What is also obvious is that the likes of Chris Christie, Mike Pence, and Tim Scott are not resonating with either the public or the media. 

But what does it look like for the brands involved?

Example of the new NewsWhip interest quadrant, showing the top brands associated with Woke Corporations coverage

Unsurprisingly, Anheuser-Busch and Budweiser both appear in the quadrant, though perhaps less high on the public and media interest scale than you might expect. This quadrant looks only at June, so some of the chatter has calmed down and moved onto other targets, if you’ll pardon the pun, as Target became the focus of boycott campaigns for some of its pride merchandise. 

From this quadrant, we can easily and quickly see that Anheuser-Busch and its subsidiary Budweiser are still resonant with the public despite relatively less media coverage. Chick-fil-A, on the other hand, is experiencing the opposite. The brand was criticized for hiring for a DEI position, but that did not really break through with the public despite being covered heavily by the media. 

Of course, this is just one example — the new visualization uses state of the art natural language processing to identify the key people and brands driving any story, then uses NewsWhip’s precision, real-time monitoring to track public and media interest in each of those drivers. 

Word Cloud and Bar Chart provide additional data visualizations

Alongside the interest quadrant, we’ll also be launching two more visualizations — Word Cloud and Bar Graph.

Word Cloud highlights key individuals or brands, rapidly showcasing an at-a-glance view of conversation dominance with size-based results, while Bar Graph instantly ranks the individuals and brands by interest volume, providing real-time insights on influential players during events or crises.

You can see what they look like below, and this time we’ll look at which CEOs have been mentioned the most in the month of June.

A visualization of the top people and brands associated with coverage of CEOs in June

Unsurprisingly, Elon Musk is the dominant force here, but these two views show you to what extent that is the case, as well as some of the other big names involved. 

Musk received more than 300k engagements to coverage about him in June so far, with Bernard Arnault of LVMH and Chris Licht of CNN coming in at second and third respectively. You are able to drill down into each of these to see the main drivers of the coverage, and if you do that you’ll see for Musk and Arnault it’s about the former overtaking the latter as the world’s richest man again, while for Licht it’s about the fallout from a disastrous profile in The Atlantic.

The top stories about Chris Licht

These visualizations all bring a new, unique approach to NewsWhip’s real-time data, adding another layer of real-time insights for our users. The Interest Quadrant instantly shows any mismatching in media and public interest and helps to identify opportunities within the coverage, while the Bar Graph and Word Cloud helps to identify the key drivers of any conversation and represent them either numerically or as part of a word cloud, depending on user preferences. 

If you’d like to learn more about these new visualizations, reach out to us here.

You might also like

Six key features for newsrooms seeking a CrowdTangle replacement

Six key features for newsrooms seeking a CrowdTangle replacement

With CrowdTangle being deprecated in August 2024, many newsrooms are seeking an alternative for their social media news gathering, multichannel audience development, competitive benchmarking and developing ideas from social media trends. I recently spoke to Chris...

Benedict Nicholson

In addition to leading the NewsWhip Research Center in New York, Benedict Nicholson manages partnerships with internationally recognized media outlets furthering data journalism, which includes NewsWhip’s Data for Democracy program. Benedict also facilitates consultations with communicators from the top 10 public relations agencies across America and Europe and with Fortune 500 brands to discuss consumer engagement trends and effective media monitoring. Email Benedict via

Related articles

The NewsWhip Note

Regular updates from the NewsWhip team on the crises, trends, and stories that are resonating with the media and public around the web.