Post on 06-May-2015
INVENTS ITS MEDIA FUTURE
NEW HEROES
The web has revolutionised media brands
NEW BRANDS
1st UGC site10,000,000 articles13,000,000 unique visitors
12,700,000 unique visitors15h video by minutes
1st selling site14,600,000 unique visitors
Source : panel Médiamétrie//NielsenNetrating 12/2008, all areas
The web has revolutionised media brands
… WICH BECOMES REFERENCES
The web has revolutionised media brands
THE RELATION OF CONTENT CHANGES
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
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
The web has revolutionised media brands
BUT IT IS NOT THE SAME CONTENT
The web has revolutionised media brands
HOW LEXPRESS.fr DOES IT ?
• LEXPRESS.fr, 3rd information site
Audie
nce
LEXPRESS.fr, an online referent media brand
5 732
4 478 4 366
3 878 3 798
3 683
3 313 3 245 3 100
2 652
lefigaro.fr orange news yahoo! news lemonde.fr lexpress.fr TF1 news parisien.fr msn news 20minutes.fr nouvelobs.com
Source : Panel Médiamétrie //NetRatings, December 2008, all areas
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
LEXPRESS.fr, an online referent media brand
Deeper analysis with all forms of journalism in the service of information
News in real time
• LEXPRESS.fr, information in real time– A positioning shared by information sites of
reference
“Cover what you do the best.”
To alert internet users of all exclusivities and scoops in L’Express
• LEXPRESS.fr, a new way of informing– With innovation in the TREATMENT of information
Covering events in different voices
“Cover what you do the best.”
Co-creation withinternet users : Supervised and
editedbi-media
participation
• LEXPRESS.fr, a new way of informing– With innovation in the TREATMENT of information
“Cover what you do the best.”
• LEXPRESS.fr, a new way of informing– With innovation in the TREATMENT of information
The co-production inter - brands
“Cover what you do the best”
Benjamin Ferran (L'Expansion.com) and Guillaume Grallet (L'EXPRESS.fr)
Co-production of content with bloggers, in intergrating their know-how at the heart of the editing team
• LEXPRESS.fr, a new way of informing– With innovation in the TREATMENT of information
“Cover what you do the best.”
• LEXPRESS.fr, a new way of informing– Innovation in the MANAGEMENT of information
Circulating scoops by using the web (100 influent bloggers)
“Cover what you do the best.”
2nd record in site visitors 2,5 million pages visited280 000 visitors a day
Record circulation of the title
600 000 copiesBest online sales (pdf)
13/02/2008
8pm LEXPRESS.frPublication of the entire interview
6:30pm LEXPRESS.frPublication 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 users15/02
“Cover what you do the best.”
• LEXPRESS.fr, a new way of informing– Innovation in the MANAGEMENT of information
• LEXPRESS.fr, a new way of informing• A generous brand
http://thisisindexed.com/page/12/
“Cover what you do the best.”
• LEXPRESS.fr, a new way of informing– With a real strategy of being everywhere at once
“Cover what you do the best.”
• With regards to the values of the brand– Internet users have different values
Source : TNS Sofres
Rejet ostentationMéfiance vis à vis superficialitéValorisation du travail
Sensibilité IntellectuelleValorisation du sacréÉlitismeAttachement à l’ordre moralEsprit Critique
Sensibilité Culturelle Rejet du sacré et familiale HumilitéAttachement à la natureEnvie d’évasion et de découverte
“Cover what you do the best.”
• With regards to values of the brand– Consumers of the brand share the same values
Source : TNS Sofres
“Cover what you do the best.”
Source : TNS Sofres
“Cover what you do the best.”
• With regards to values of the brand– Consumers of the brand share the same values
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
LEXPRESS.fr, an online referent media brand
• « Link to the rest. »– Offer the best service to secure the loyalty of the user
« Link to the rest. »
• L’EXPRESS.fr, a starting point to online information
“Link to the rest”
STYLE
With Fashion. Beauty. Bio. Design. Decoration. Travel. For senses in all ways.
MICRO ECONOMY
With
INFORMATION THAT YOU LIVE. NOW.
•World news in real time• The opportunity to contact those who are
involved in news and influence it even.• An exclusive treatment of info using all forms of
journalism: video, multimedia, blogs, commentaries.
• LEXPRESS.fr: Information, deciphering, analysis, conversation
CULTURE
With • All culture: from books to cinema, with exhibitions, music and cartoons.• Launch in March 2009 of a platform of conversation with internet users (UGC)
OPINIONS30 + exclusive blogs
• Behind the scenes of French politics with the excellent blog by Christophe
Barbier or the L’Express political service
• Economic conversation with Jacques Attali
• Media universe with the blog by Renaud Revel, Editor in Chief of
L’Express• Numerous other blogs which cover
all centres of interest of the AB+: from fashion to music, to comics and
cinema …
ECONOMY
Avec • exhaustive and precise economic information of reference• A place of exchange between experts, journalists and internet users
FINANCEwith • with financial information and tools for investment and capital management.
“Link to the rest”• L’EXPRESS.fr, a key to information online
“Link to the rest”
• L’EXPRESS.fr, a key to online information
Source : Panel Médiamétrie //NetRatings, November 2008, all areas
• LEXPRESS.fr: a powerful platform
% CSP+
AUDIENCE (000)
LEXPRESS.fr, an engaged audience
rue89.comjournal du dimanchefrance24.com
lepoint.frAol new s FT New s
liberation.fr
lepost.fr
nouvelobs.com
20minutes.fr
msn new s parisien.fr
TF1 new s lexpress.fr lemonde.fr
yahoo! new sorange new s
lefigaro.fr
500
1500
2500
3500
4500
5500
28,0 33,0 38,0 43,0 48,0
POWERFUL & AB+
AB+ BUT NOT POWERFULNOT AB+ & NOT POWERFUL
POWERFUL BUT NOT AB+
• LEXPRESS.fr is inventing its future
ExperienceExpertise, Exclusivity,
Interactivity, Co-creation, UGC
Participation
Engagement
Source :http://www.slideshare.net/neilperkin/whats-next-in-media
Audience4 million unique visitors
by the end of 20093rd site of content
LEXPRESS.fr 2009 strategy
LEXPRESS.fr invents its media future• 2008: L'Express frees itself from the rhythm of information
• 2009: L'Express becomes one of the main keys to online information– In opening up more and more to the web in order to adapt to the uses of
information consumers– In developing a strategy of quality content
• created by expert information brands and a newsroom of 20 journalists
– In imagining the editorial products of tomorrow through the creation of an innovation lab
• The aggregation of editorialised information in order to help consumers make sense out of information
• Visual journalism to remain always a teacher• The instantaneous web or web 3 in order to always have exclusive information• Mobile site (May 2009) in order to always be where the consumer is
– In offering a boosted, quality, engaged and participative global audience• Objective by the end of the 1st trimester = 4 million unique visitors
LEXPRESS.fr : nouvelle formuleEXPRESS ROULARTAINVENTS ITS MEDIA FUTURE