{"id":7946,"date":"2021-12-21T11:00:56","date_gmt":"2021-12-21T10:00:56","guid":{"rendered":"https:\/\/wemedia.be\/?p=7946"},"modified":"2021-12-21T11:21:45","modified_gmt":"2021-12-21T10:21:45","slug":"la-presse-au-futur-2021-a-tenu-ses-promesses","status":"publish","type":"post","link":"https:\/\/wemedia.be\/fr\/nieuws\/la-presse-au-futur-2021-a-tenu-ses-promesses\/","title":{"rendered":"La Presse au Futur 2021 a tenu ses promesses"},"content":{"rendered":"<p><strong><em>La 15<sup>\u00e8me<\/sup> \u00e9dition du salon parisien <a href=\"https:\/\/www.lapresseaufutur.com\/\" target=\"_blank\" rel=\"noopener\">La Presse au Futur<\/a> a ferm\u00e9 ses portes ce jeudi 9 d\u00e9cembre sur de nombreuses notes positives. Apr\u00e8s une \u00e9dition digitale en f\u00e9vrier, plus de 1.000 professionnels du secteur de la presse ont r\u00e9pondu pr\u00e9sent \u00e0 l\u2019\u00e9v\u00e9nement national f\u00e9d\u00e9rateur de toutes les familles de presse sur tous les supports.<\/em><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignleft\" src=\"https:\/\/wemedia.be\/wp-content\/uploads\/Logo20212-1-512x341.jpg\" alt=\"LaPresseauFutur2021\" width=\"245\" height=\"163\" \/><\/p>\n<p>Priorit\u00e9 aux contenus digitaux, refonte des p\u00e9riodicit\u00e9s, virtualisation des \u00e9v\u00e9nements, etc. : la crise Covid a oblig\u00e9 les m\u00e9dias \u00e0 s\u2019adapter en un temps record.<\/p>\n<p>&nbsp;<\/p>\n<p>Avec ses 20 conf\u00e9rences et 15 ateliers, le salon La Presse au Futur a abord\u00e9 3 th\u00e9matiques bien pr\u00e9cises :<\/p>\n<ul>\n<li>Mieux produire<\/li>\n<li>Mieux vendre<\/li>\n<li>Mieux diffuser<\/li>\n<\/ul>\n<p>Pour la partie <span style=\"color: #00aaff\"><strong>Mieux produire<\/strong><\/span>, nous retiendrons l\u2019unanimit\u00e9 des \u00e9diteurs intervenants quant \u00e0 la diversification gr\u00e2ce aux <strong>podcasts<\/strong>.<\/p>\n<p>Diversification dans le format, d&rsquo;une part, qui permet de faire vivre plus longtemps et diff\u00e9remment un contenu qui existe d\u00e9j\u00e0 pour le print par exemple. Diversification dans les annonceurs, d&rsquo;autre part. En effet, certains annonceurs semblent tr\u00e8s frileux face \u00e0 une campagne print mais raffolent des podcasts.<\/p>\n<p>Et, enfin, diversification dans les groupes-cibles. Certaines marques m\u00e9dia avouent avoir eu des difficult\u00e9s \u00e0 joindre les jeunes femmes actives par exemple. Avec la cr\u00e9ation de podcasts, cette difficult\u00e9 fut balay\u00e9e.<\/p>\n<p>Venons-en \u00e0 la 2<sup>\u00e8me<\/sup> th\u00e9matique\u00a0: <span style=\"color: #00aaff\"><strong>Mieux vendre<\/strong><\/span>.<\/p>\n<p>Ils tourmentent tout le monde\u00a0: les <strong>cookies tiers<\/strong> et leur fin annonc\u00e9e en 2023.<\/p>\n<p>De nombreuses alternatives ont d\u00e9j\u00e0 \u00e9t\u00e9 mises en place par les \u00e9diteurs et leurs partenaires technologiques. Il ressort qu\u2019un des \u00e9l\u00e9ments centraux de ces alternatives est la r\u00e9invention du lien entre l\u2019internaute et le site. Avec les cookies tiers, nous avions un peu laiss\u00e9 la machine tout g\u00e9rer. Avec leur disparition, l\u2019 \u2018humain\u2019 derri\u00e8re et devant l\u2019\u00e9cran aura un grand r\u00f4le \u00e0 jouer\u00a0: message de bienvenue sur le site pour que l\u2019internaute sache imm\u00e9diatement o\u00f9 il est, limpidit\u00e9 dans l\u2019\u00e9change des valeurs et recueil du consentement, simplification et ergonomie des formulaires, multiplication des contacts\u2026<\/p>\n<p>L\u2019enregistrement devient plus important que le paywall\u00a0: on ne demande plus de l\u2019argent, mais de la data. Encore faut-il arriver \u00e0 convaincre les internautes de communiquer leurs coordonn\u00e9es\u2026<\/p>\n<p>Profitons de l\u2019opportunit\u00e9 pour pr\u00e9senter bri\u00e8vement 366#communities, une r\u00e9gie unique pour traiter l\u2019ensemble des offres de la Presse Quotidienne R\u00e9gionale : un seul interlocuteur commercial, une seule facture, un seul jeu de justificatifs, un seul planning de campagne, etc.<\/p>\n<p>Dans un monde o\u00f9 tout va toujours plus vite et plus loin, cette formule de simplification des structures existantes pourrait s\u00e9duire plus d\u2019un annonceur\/agence m\u00e9dia.<\/p>\n<p>Enfin, pour la partie <span style=\"color: #00aaff\"><strong>Mieux diffuser<\/strong><\/span>, soulignons la pr\u00e9sentation de Cyrille Frank (ESJ Pro) sur le th\u00e8me \u2018Comment cr\u00e9er une <strong>newsletter<\/strong> pour s\u00e9duire prospects lecteurs\u2019 bas\u00e9e sur les 4 P du marketing mix\u00a0:<\/p>\n<ul>\n<li><em>Pratique\u00a0<\/em>: bien choisir ses rubriques pour une bonne ergonomie, aller \u00e0 l\u2019essentiel et optimiser l\u2019\u00e9criture pour faire gagner du temps au lecteur (et donc augmenter son engagement)<\/li>\n<li><em>Plaisir<\/em>\u00a0: soigner le design pour un r\u00e9el plaisir de lecture<\/li>\n<li><em>Pens\u00e9e<\/em>\u00a0: avoir une bonne ligne \u00e9ditoriale qui r\u00e9pond aux attentes du lecteur<\/li>\n<li><em>Partage<\/em>\u00a0: signer les sujets\/objets des newsletters pour un sentiment communion avec l\u2019internaute et incarner la newsletter par une photo, un nom<\/li>\n<\/ul>\n<p>La Presse au Futur vous fixe rendez-vous pour l\u2019ann\u00e9e prochaine : le salon se tiendra les <strong>6 et 7 d\u00e9cembre 2022<\/strong>.<\/p>\n<p><strong><em>Envie de lire plus ?<\/em><\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/de-nouveaux-tarifs-pour-la-copie-privee\/\" target=\"_blank\" rel=\"noopener\">De nouveaux tarifs pour la copie priv\u00e9e<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/le-droit-a-loubli-face-aux-archives-de-presse\/\" target=\"_blank\" rel=\"noopener\">Le droit \u00e0 l\u2019oubli face aux archives de presse<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/digital\/fr\/nieuws\/dat-belgium-dans-la-db-de-mediaspecs\/\" target=\"_blank\" rel=\"noopener\">DAT Belgium dans la base de donn\u00e9es de MediaSpecs<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/danger-imminent-pour-la-presse-europeenne\/\">Danger imminent pour la presse europ\u00e9enne<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/cc\/fr\/nieuws\/la-belgique-senrichit-dun-magazine-nautique-seatalk\/\">La Belgique s\u2019enrichit d\u2019un magazine nautique Seatalk<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/stumpa-2020-21-and-the-winners-are\/\">StuMPA 2020-21 : and the winners are\u2026<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/cim-letude-press-fait-une-pause\/\">CIM : l\u2019\u00e9tude Presse fait une pause<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/audit-deloitte-ameliorer-la-resilience-de-nos-medias\/\">Audit Deloitte : am\u00e9liorer la r\u00e9silience de nos m\u00e9dias ?<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/bpost-la-distribution-de-la-presse-demeure-une-priorite\/\">Bpost : la distribution de la presse demeure une priorit\u00e9<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>La 15\u00e8me \u00e9dition du salon parisien La Presse au Futur a ferm\u00e9 ses portes ce jeudi 9 d\u00e9cembre sur de nombreuses notes positives. Apr\u00e8s une \u00e9dition digitale en f\u00e9vrier, plus de 1.000 professionnels du secteur de la presse ont r\u00e9pondu pr\u00e9sent \u00e0 l\u2019\u00e9v\u00e9nement national f\u00e9d\u00e9rateur de toutes les familles de&#8230;<\/p>\n","protected":false},"author":8,"featured_media":7329,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[59],"tags":[321,322],"class_list":["post-7946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-fr","tag-la-presse-au-futur","tag-paris"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La Presse au Futur 2021 a tenu ses promesses - WE MEDIA<\/title>\n<meta name=\"description\" content=\"La 15\u00e8me \u00e9dition du salon parisien La Presse au Futur 2021 a ferm\u00e9 ses portes jeudi 9 d\u00e9cembre sur de nombreuses notes positives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/fr\/nieuws\/la-presse-au-futur-2021-a-tenu-ses-promesses\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Presse au Futur 2021 a tenu ses promesses - 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