{"id":10849,"date":"2017-03-01T08:59:11","date_gmt":"2017-03-01T07:59:11","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=10849"},"modified":"2017-03-07T09:57:25","modified_gmt":"2017-03-07T08:57:25","slug":"tendance-le-print-le-nouveau-luxe","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/tendance-le-print-le-nouveau-luxe\/","title":{"rendered":"Tendance\u00a0: le print, le nouveau luxe"},"content":{"rendered":"

La nostalgie est de tous les temps, mais gr\u00e2ce \u00e0 l\u2019essor d\u2019Internet les produits nostalgiques sont en train de devenir une tendance incontournable. On voit appara\u00eetre des communaut\u00e9s, les gens marquent leur implication via le crowdfunding, en s\u2019abonnant ou en achetant des produits. Les communaut\u00e9s digitales sont ainsi aussi responsables du succ\u00e8s grandissant des magazines papier de luxe. La nostalgie, mod\u00e8le d\u2019affaires int\u00e9ressant pour le monde de l\u2019\u00e9dition.<\/p>\n

Si les experts sont d\u2019accord sur une chose, c\u2019est bien que l\u2019ancien mod\u00e8le ax\u00e9 sur les revenus publicitaires ne fonctionne plus. D\u00e9sormais, c\u2019est du c\u00f4t\u00e9 des revenus provenant des lecteurs\/utilisateurs qu\u2019il faut chercher une assise stable pour les marques magazines fortes. Ce qui signifie qu\u2019il faut offrir de la valeur suppl\u00e9mentaire, pour laquelle on est pr\u00eat \u00e0 payer plus.<\/p>\n

Par ailleurs, ces derni\u00e8res ann\u00e9es la consommation m\u00e9dia a \u00e9norm\u00e9ment chang\u00e9 et la part du lion passe d\u00e9sormais par l\u2019\u00e9cran du smartphone. En outre, les consommateurs ont aujourd\u2019hui une toute autre notion de ce qu\u2019est la propri\u00e9t\u00e9\u00a0: la musique et les livres ne sont plus rang\u00e9s dans des biblioth\u00e8ques, mais se trouvent sur l\u2019ordinateur ou sont accessibles via des fournisseurs de streaming. Par cons\u00e9quent, si on d\u00e9bourse de l\u2019argent pour un objet physique, c\u2019est que \u00e7a doit \u00eatre quelque chose qui en vaille vraiment la peine.<\/p>\n

Conclusion des deux observations ci-dessus\u00a0? <\/strong><\/p>\n

Il existe un vaste champ d\u2019opportunit\u00e9s pour les magazines print de luxe bien ficel\u00e9s\u00a0! Le print de luxe est un \u2018gadget\u2019, un objet design.<\/p>\n

\n

Le print, le nouveau\u00a0luxe en 2017: <\/em>Axel Springer brings\u00a0Die Dame back – after\u00a080 years<\/a><\/em>
\n<\/a><\/p>\n

\u00ab\u00a0Publisher Christian Boros said: \u201cWe believe in the relevance of a super-analog publication. In the sensuality of fine paper. In the elegance of the medium. And in the magazine as an experience, not just something to flick through or click on.\u201d<\/p><\/blockquote>\n

\n

Un exemple d\u2019outremer\u00a0: le magazine am\u00e9ricain Paste est en phase de relance apr\u00e8s avoir mis la cl\u00e9 sous le paillasson il y a six ans. Ce sera une \u00e9dition trimestrielle. A l\u2019aide d\u2019une campagne Indiegogo (plate-forme de crowdfunding), l\u2019\u00e9diteur est en train de s\u2019assurer des fonds n\u00e9cessaires. Selon le r\u00e9dacteur en chef, Josh Jackson, le magazine Paste nouvelle mouture verra le jour quoi qu\u2019il advienne, quel que soit le succ\u00e8s de la campagne.<\/p>\n

\u00a0\u00bb Ce que je vois, c\u2019est que les gens n\u2019ont pas arr\u00eat\u00e9 de lire des magazines \u00ab\u00a0, dit-il.<\/p><\/blockquote>\n

Par contre, il estime qu\u2019ils ne prendront plus autant d\u2019abonnements qu\u2019avant, parce qu\u2019ils n\u2019ont pas le temps de tout lire. Depuis la cessation de l\u2019\u00e9dition imprim\u00e9e de Paste, le public du site s\u2019est d\u00e9cupl\u00e9. Le temps \u00e9tait venu de donner un plus aux fans, une exp\u00e9rience, un design et une esth\u00e9tique qu\u2019un site ne peut offrir, dixit Jackson.<\/p>\n

Bien s\u00fbr, une \u00e9dition trimestrielle n\u2019a rien de nouveau (pensez aussi \u00e0 Delayed Gratification au Royaume-Uni ou \u00e0 Howler aux Etats-Unis), mais il semblerait que dans les ann\u00e9es \u00e0 venir, ce type de magazines de luxe imprim\u00e9s prendra son envol et revendiquera sa place dans le mix m\u00e9dia.<\/p>\n

\"Delayed<\/a><\/p>\n

Selon Rebekah Billingsley de John Brown Media, la venue du programmatique a pouss\u00e9 beaucoup d\u2019\u00e9diteurs \u00e0 abaisser leurs standards, notamment en ligne. Elle dit que les magazines print peuvent davantage se fier \u00e0 la qualit\u00e9 de leur public, ces gens qui ont pay\u00e9 pour mettre la main sur le num\u00e9ro en question.<\/p>\n

\u00a0\u00bb Nous devrions mieux informer les annonceurs quant \u00e0 la valeur de ce public. Le programmatique est bas\u00e9 sur ce que l\u2019on sait du comportement de recherche des consommateurs. La magie des magazines et des annonces qu\u2019ils contiennent, est justement qu\u2019ils montrent aux gens ce qu\u2019ils d\u00e9sirent ardemment, tout en l\u2019ignorant encore. \u00a0\u00bb<\/p>\n

Sources\u00a0: The Mediabriefing (1)<\/a> et (2)<\/a><\/p>\n

Vous serez aussi de la partie lors du Trends Day de l\u2019UBA le 16 mars ?<\/strong><\/em>\u00a0<\/em><\/strong><\/span>
\n Venez nous rendre visite sur le stand de Magazine Media. Nous vous y offrons les 5 magazines de votre choix !<\/strong><\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

La nostalgie est de tous les temps, mais gr\u00e2ce \u00e0 l\u2019essor d\u2019Internet les produits nostalgiques sont en train de devenir une tendance incontournable. On voit appara\u00eetre des communaut\u00e9s, les gens marquent leur implication via le crowdfunding, en s\u2019abonnant ou en achetant des produits. Les communaut\u00e9s digitales sont ainsi aussi responsables…<\/p>\n","protected":false},"author":2,"featured_media":11477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1022],"class_list":["post-10849","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-concours"],"acf":[],"yoast_head":"\nTendance\u00a0: le print, le nouveau luxe - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Il existe un vaste champ d\u2019opportunit\u00e9s pour les magazines print de luxe bien ficel\u00e9s ! 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