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Fogel

ISOJ 2007

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Fogel

  1. 1. LE MONDE
  2. 2. LE MONDE Pôle des régies publicitaires Magazines and books « The » daily Regional dailie(s) WEB
  3. 3. LE MONDE TODAY STILL RESPECTED • a « must reading » for the French elite. • a leader among the European press. BUT WEAK • continuous loss of readers, advertising revenues and money, • despite a successfull new formula in 2006.
  4. 4. LE MONDE TODAY Another institution of journalism ignoring what the future holds. STILL RESPECTED • a « must reading » for the French elite. • a leader among the European press. BUT WEAK • continuous loss of readers, advertising revenues and money. • despite a successfull new formula in 2006.
  5. 5. LE MONDE PAID CIRCULATION - NATIONAL FRENCH NEWSPAPERS
  6. 6. LE MONDE PAID CIRCULATION - NATIONAL FRENCH NEWSPAPERS - 10% for the three leading newspapers in four years.
  7. 7. LE MONDE FRENCH NEWS WEB SITE - NUMBER OF VISITS (by month) 0 5 000 10 000 15 000 20 000 25 000 30 000 35 000 J 01 M M J S N J 02 M M J S N J 03 M M J S N J 04 M M J S N J 05 M M J S N J 06 M M J S N J Nouvel Obs.com : 6,3 millions Le Monde.fr : 32,5 millions Le Figaro.fr : 14,9 millions Libération.fr : 7,5 millions Irak’s war Madrid’s terrorist attack US elections Arafat death 11 september 2001 Riots in the suburbs Demonstrations against labor contract Socialist primaries Source : Visites mensuelles certifiées OJD (sauf Le Figaro.fr : Médiamétrie)
  8. 8. LE MONDE : AN OUTSIDE STORY 2005 19 déc. 1995 Front page in PDF plus a few texts 1995 2000 1999 Interactivity and multimedia integrated May 2000 Failure of portal strategy Jan. 2001 Back to the news April 2002 subscription area March2005 New formula May 2003 New navigation 1998 Web moves to an other location
  9. 9. LE MONDE : AN OUTSIDE STORY 2005 19 déc. 1995 Front page in PDF plus a few texts 1995 2000 1999 Interactivity and multimedia integrated May 2000 Failure of portal strategy Jan. 2001 Back to the news April 2002 subscription area March2005 New formula May 2003 New navigation 1998 Web moves to an other location The site was more innovative and changed faster than its competitors.
  10. 10. LE MONDE PROMISE: all the news at the time of your connection  • Ever changing home-page. 20 minutes is a maximum • True multimedia treatment of the news. content from the newspaper is now 10% of downloaded pages • Real interactivity . more than 5.000 contributions per day from subscribers
  11. 11. LE MONDE INFORMATION DESK PERSONAL FILE SOPHISTICATED FLASH STORIES FACTS BOOK SURVEYS NEWS WIRES NEWSLETTERS ARCHIVES FREE A PACKAGE OF CONTENTS AND SERVICES WITH HIGH ADDED VALUE SUBSCRIPTION AREA BLOGS AND FORUMS PAIDARCHIVES
  12. 12. LE MONDE FREE NEWS ACCESS MARKETING FUNNEL: FROM FREE ACCESS TO SUBSCRIPTION AREA CONTENT • Recruitment of subscribers is free. • Part of the business is B2B. • There is a premium subscription (acces to a super interactive PDF of the newspaper).
  13. 13. LE MONDE FREE NEWS ACCESS Ad driven revenue Pay for content model MARKETING FUNNEL: FROM FREE ACCESS TO SUBCRIPTION AREA CONTENT The site has two incomes and a list of online subscribers. • Recruitment of subscribers is free. • Part of the business is B2B. • There is a premium subscription (acces to a super interactive PDF of the newspaper).
  14. 14. LE MONDE • 35.500 subscribers to the site only (7.8 $/month) • 6.400 subscribers to the premium site (19.5 $/month) • 1.500 subscribers are companies • 45.600 subscribers from the newspaper (fee is paid) • …is the web site (it’s the cheaper too) AND THE MAIN SOURCE OF SUBSCRIBERS TO …
  15. 15. LE MONDE THERE ARE 89.000 SUBSCRIBERS TO The Web and the newspaper are ready for the audience’s move. • 35.500 subscribers to the site (7.8 $/month) • 6.400 subscribers to the premium site (19.5 $/month) • 1.500 subscribers are companies • 45.600 subscribers from the newspaper (fee is paid) AND THE MAIN SOURCE OF SUBSCRIBERS TO • … is the web site (it’s the cheaper too) …
  16. 16. LE MONDE SITE AND NEWSPAPER ARE TWO DIFFERENT BUSINESSES 76 % of the readers of LE MONDE ignore the web site. 75 % of the audience of LeMONDE.FR never read the newspaper. Source : Ipsos La France des Hauts Revenus 2005. Population : 3 728 000 individus.Top 8 % revenus annuels nets >= 55 K€
  17. 17. LE MONDE SO FAR, SITE AND NEWSPAPER ARE TWO DIFFERENT BUSINESSES One brand and two medias, each with its own audience. 76 % of the readers of LE MONDE ignore the web site. 75 % of the audience of LeMONDE.FR never read the newspaper. Source : Ipsos La France des Hauts Revenus 2005. Population : 3 728 000 individus.Top 8 % revenus annuels nets >= 55 K€
  18. 18. LE MONDE THE WEB PROVIDES THE BRAND WITH A YOUNGER AND WIDER AUDIENCE 15,03% 14,68% 46,27% 24,02% 23,40% 26,50% 27,20% 22,90% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 15-24 ans 25-34 ans 35-49 ans 50 ans et + Source:étudesEPIQ2005pourLeMondeetIPSOSProfiling2005V2pourLeMonde.fr
  19. 19. LE MONDE WHAT IS TO BE DONE ? • Be an important player in the free-press. • Launch a low price morning newspaper. • Create new products (paper or digital) for « niche » readers . • Create its own competition (ie: an other web site). • Learn how to tell a story online. • Eventually, use or sell its know-how.
  20. 20. LE MONDE WHAT IS TO BE DONE ? Above all, the key issue is to focus on your each media. • Create its own competition (ie: an other web site). • Learn how to tell a story online. • Eventually, use or sell its know-how. • Be an important player in the free-press. • Launch a low price morning newspaper. • Create new products (paper or digital) for « niche » readers .
  21. 21. LE MONDE UNAUTHORIZED VIEWS FROM PARIS 1. The Web is still an ongoing war of innovations
  22. 22. LE MONDE UNAUTHORIZED VIEWS FROM PARIS 1. The Web is still an ongoing war of innovations So far, the press has lost every battle
  23. 23. LE MONDE UNAUTHORIZED VIEWS FROM PARIS 1. The Web is still an ongoing war of innovations. 2. Convergence is a nice word for: smaller newsroom. So far, the press has lost every battle
  24. 24. LE MONDE UNAUTHORIZED VIEWS FROM PARIS It’s too early to close the laboratory 1. The Web is still an ongoing war of innovations. 2. Convergence is a nice word for: smaller newsroom. So far, the press has lost every battle
  25. 25. LE MONDE UNAUTHORIZED VIEWS FROM PARIS It’s too early to close the laboratory 1. The Web is still an ongoing war of innovations. 2. Convergence is a nice word for: smaller newsroom. 3. The print press is facing a crisis of the story-telling. So far, the press has lost every battle
  26. 26. LE MONDE UNAUTHORIZED VIEWS FROM PARIS It’s too early to close the laboratory 1. The Web is still an ongoing war of innovations. 2. Convergence is a nice word for: smaller newsroom. 3. The print press is facing a crisis of the story-telling. So far, the press has lost every battle We are looking for the writing in a digital, discoutinous age
  27. 27. LE MONDE UNAUTHORIZED VIEWS FROM PARIS It’s too early to close the laboratory 1. The Web is still an ongoing war of innovations. 2. Convergence is a nice word for: smaller newsroom. 3. The print press is facing a crisis of the story-telling. 4. The book could be the next missed opportunity. So far, the press has lost every battle We are looking for the writing in a digital, discontinuous age
  28. 28. LE MONDE UNAUTHORIZED VIEWS FROM PARIS It’s too early to close the laboratory 1. The Web is still an ongoing war of innovations. 2. Convergence is a nice word for: smaller newsroom. 3. The print press is facing a crisis of the story-telling. 4. The book could be the next missed opportunity. So far, the press has lost every battle The new technology for binding and distribution is there We are looking for the writing in a digital, discontinuous age
  29. 29. fogel@lemonde.fr

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