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A news magazine invents its media future

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A news magazine invents its media future

  1. 1. INVENTS ITS MEDIA FUTURE
  2. 2. The web has revolutionised media brands NEW HEROES
  3. 3. The web has revolutionised media brands NEW BRANDS 1 st UGC site 10,000,000 articles 13,000,000 unique visitors 12,700,000 unique visitors 15h video by minutes 1 st selling site 14,600,000 unique visitors Source : panel Médiamétrie//NielsenNetrating 12/2008, all areas
  4. 4. The web has revolutionised media brands … WICH BECOMES REFERENCES
  5. 5. The web has revolutionised media brands THE RELATION OF CONTENT CHANGES
  6. 6. The web has revolutionised media brands REDISCOVERY OF THE ROLE OF MEDIA BRANDS Source : www.flickr.com/photos/poseidonsimage/ «So much data, so little time ». Eric Scherer, AFP MediaWatch
  7. 7. The web has revolutionised media brands Source : www.flickr.com/photos/artsyt “ The consumer does not want wealth. He does not want more information, and more videos! He only wants to simplify life and return to values of the press: it is necessary to organise information into a hierarchy”. Raoul Roverato, Orange, Executive director in charge of new growth activities REDISCOVERY OF THE ROLE OF MEDIA BRANDS
  8. 8. The web has revolutionised media brands BUT IT IS NOT THE SAME CONTENT
  9. 9. HOW LEXPRESS.fr DOES IT ?
  10. 10. <ul><li>LEXPRESS.fr, 3rd information site </li></ul>LEXPRESS.fr, an online referent media brand Audience Source : Panel Médiamétrie //NetRatings, December 2008, all areas
  11. 11. LEXPRESS.fr, an online referent media brand Source : http:// www.buzzmachine.com /2007/02/22/ new-rule-cover-what-you-do-best-link-to-the-rest / « Cover what you do the best. Link to the rest. » Jeff Jarvis, BuzzMachine
  12. 12. <ul><li>LEXPRESS.fr, information in real time </li></ul><ul><ul><li>A positioning shared by information sites of reference </li></ul></ul>“ Cover what you do the best.” Deeper analysis with all forms of journalism in the service of information News in real time
  13. 13. <ul><li>LEXPRESS.fr, a new way of informing </li></ul><ul><ul><li>With innovation in the TREATMENT of information </li></ul></ul>To alert internet users of all exclusivities and scoops in L’Express Covering events in different voices “ Cover what you do the best.”
  14. 14. <ul><li>LEXPRESS.fr, a new way of informing </li></ul><ul><ul><li>With innovation in the TREATMENT of information </li></ul></ul>Co-creation with internet users : Supervised and edited bi-media participation “ Cover what you do the best.”
  15. 15. <ul><li>LEXPRESS.fr, a new way of informing </li></ul><ul><ul><li>With innovation in the TREATMENT of information </li></ul></ul>“ Cover what you do the best” The co-production inter - brands Benjamin Ferran (L'Expansion.com) and Guillaume Grallet (L'EXPRESS.fr)
  16. 16. <ul><li>LEXPRESS.fr, a new way of informing </li></ul><ul><ul><li>With innovation in the TREATMENT of information </li></ul></ul>“ Cover what you do the best.” Co-production of content with bloggers, in intergrating their know-how at the heart of the editing team
  17. 17. <ul><li>LEXPRESS.fr, a new way of informing </li></ul><ul><ul><li>Innovation in the MANAGEMENT of information </li></ul></ul>“ Cover what you do the best.” Circulating scoops by using the web (100 influent bloggers)
  18. 18. “ Cover what you do the best.” <ul><li>LEXPRESS.fr, a new way of informing </li></ul><ul><ul><li>Innovation in the MANAGEMENT of information </li></ul></ul>2 nd record in site visitors 2,5 million pages visited 280 000 visitors a day Record circulation of the title 600 000 copies Best online sales (pdf) 13/02/2008 8pm LEXPRESS.fr Publication of the entire interview 6:30pm LEXPRESS.fr Publication of the 3 first questions of the interview + Video of Christophe Barbier on facebook and dailymotion 7:30pm Interview with Christophe Barbier in Le Grand Journal Print publication of the interview 14/02 8pm Christophe Barbier, Editor-in-Chief publishes a post on his blog on the conditions of the interview Chat between Christophe Barbier and internet users 15/02
  19. 19. <ul><li>LEXPRESS.fr, a new way of informing </li></ul><ul><ul><ul><li>A generous brand </li></ul></ul></ul>“ Cover what you do the best.” http://thisisindexed.com/page/12/
  20. 20. <ul><li>LEXPRESS.fr, a new way of informing </li></ul><ul><ul><li>With a real strategy of being everywhere at once </li></ul></ul>“ Cover what you do the best.”
  21. 21. <ul><li>With regards to the values of the brand </li></ul><ul><ul><li>Internet users have different values </li></ul></ul>“ Cover what you do the best.” Source : TNS Sofres Rejet ostentation Méfiance vis à vis superficialité Valorisation du travail Sensibilité Intellectuelle Valorisation du sacré Élitisme Attachement à l’ordre moral Esprit Critique Sensibilité Culturelle Rejet du sacré et familiale Humilité Attachement à la nature Envie d’évasion et de découverte
  22. 22. <ul><li>With regards to values of the brand </li></ul><ul><ul><li>Consumers of the brand share the same values </li></ul></ul>“ Cover what you do the best.” Source : TNS Sofres
  23. 23. “ Cover what you do the best.” <ul><li>With regards to values of the brand </li></ul><ul><ul><li>Consumers of the brand share the same values </li></ul></ul>Source : TNS Sofres
  24. 24. LEXPRESS.fr, an online referent media brand Source : http:// www.buzzmachine.com /2007/02/22/ new-rule-cover-what-you-do-best-link-to-the-rest / « Cover what you do the best. Link to the rest. » Jeff Jarvis, BuzzMachine
  25. 25. <ul><li>« Link to the rest. » </li></ul><ul><ul><li>Offer the best service to secure the loyalty of the user </li></ul></ul>« Link to the rest. »
  26. 26. <ul><li>L’EXPRESS.fr, a starting point to online information </li></ul>“ Link to the rest”
  27. 27. STYLE With Fashion. Beauty. Bio. Design. Decoration. Travel. For senses in all ways. MICRO ECONOMY With <ul><li>INFORMATION THAT YOU LIVE. NOW. </li></ul><ul><li>World news in real time </li></ul><ul><li>The opportunity to contact those who are involved in news and influence it even. </li></ul><ul><li>An exclusive treatment of info using all forms of journalism: video, multimedia, blogs, commentaries. </li></ul><ul><li>LEXPRESS.fr: Information, deciphering, analysis, conversation </li></ul><ul><li>CULTURE </li></ul><ul><li>With </li></ul><ul><li>All culture: from books to cinema, with exhibitions, music and cartoons. </li></ul><ul><li>Launch in March 2009 of a platform of conversation with internet users (UGC) </li></ul><ul><li>OPINIONS </li></ul><ul><li>30 + exclusive blogs </li></ul><ul><li>Behind the scenes of French politics with the excellent blog by Christophe Barbier or the L’Express political service </li></ul><ul><li>Economic conversation with Jacques Attali </li></ul><ul><li>Media universe with the blog by Renaud Revel, Editor in Chief of L’Express </li></ul><ul><li>Numerous other blogs which cover all centres of interest of the AB+: from fashion to music, to comics and cinema … </li></ul><ul><li>ECONOMY </li></ul><ul><li>Avec </li></ul><ul><li>exhaustive and precise economic information of reference </li></ul><ul><li>A place of exchange between experts, journalists and internet users </li></ul><ul><li>FINANCE </li></ul><ul><li>with </li></ul><ul><li>with financial information and tools for investment and capital management. </li></ul>
  28. 28. “ Link to the rest” <ul><li>L’EXPRESS.fr, a key to information online </li></ul>
  29. 29. “ Link to the rest” <ul><li>L’EXPRESS.fr, a key to online information </li></ul>
  30. 30. <ul><li>LEXPRESS.fr: a powerful platform </li></ul>LEXPRESS.fr, an engaged audience Source : Panel Médiamétrie //NetRatings, November 2008, all areas % CSP+ AUDIENCE (000) POWERFUL & AB+ AB+ BUT NOT POWERFUL NOT AB+ & NOT POWERFUL POWERFUL BUT NOT AB+
  31. 31. <ul><li>LEXPRESS.fr is inventing its future </li></ul>LEXPRESS.fr 2009 strategy Experience Expertise, Exclusivity, Interactivity, Co-creation, UGC Participation Engagement Source : http:// www.slideshare.net/neilperkin/whats -next-in-media Audience 4 million unique visitors by the end of 2009 3rd site of content
  32. 32. LEXPRESS.fr invents its media future <ul><li>2008: L'Express frees itself from the rhythm of information </li></ul><ul><li>2009: L'Express becomes one of the main keys to online information </li></ul><ul><ul><li>In opening up more and more to the web in order to adapt to the uses of information consumers </li></ul></ul><ul><ul><li>In developing a strategy of quality content </li></ul></ul><ul><ul><ul><li>created by expert information brands and a newsroom of 20 journalists </li></ul></ul></ul><ul><ul><li>In imagining the editorial products of tomorrow through the creation of an innovation lab </li></ul></ul><ul><ul><ul><li>The aggregation of editorialised information in order to help consumers make sense out of information </li></ul></ul></ul><ul><ul><ul><li>Visual journalism to remain always a teacher </li></ul></ul></ul><ul><ul><ul><li>The instantaneous web or web 3 in order to always have exclusive information </li></ul></ul></ul><ul><ul><ul><li>Mobile site (May 2009) in order to always be where the consumer is </li></ul></ul></ul><ul><ul><li>In offering a boosted, quality, engaged and participative global audience </li></ul></ul><ul><ul><ul><li>Objective by the end of the 1st trimester = 4 million unique visitors </li></ul></ul></ul>
  33. 33. LEXPRESS.fr : nouvelle formule EXPRESS ROULARTA INVENTS ITS MEDIA FUTURE

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