a news magazine invents its media future

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


… WICH BECOMES REFERENCES


THE RELATION OF CONTENT CHANGES


REDISCOVERY OF THE ROLE OF MEDIA BRANDS

Source : www.flickr.com/photos/poseidonsimage/

«So much data, so little time ».

Eric Scherer, AFP MediaWatch


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


BUT IT IS NOT THE SAME CONTENT


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


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


Co-creation withinternet users : Supervised and

editedbi-media

participation




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– Innovation in the MANAGEMENT of information

Circulating scoops by using the web (100 influent bloggers)


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


• 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/


• LEXPRESS.fr, a new way of informing– With a real strategy of being everywhere at once


• 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


• With regards to values of the brand– Consumers of the brand share the same values

Source : TNS Sofres


Source : TNS Sofres


• 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


• « 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

a news magazine invents its media future

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