{"id":14,"date":"2014-04-04T12:19:36","date_gmt":"2014-04-04T11:19:36","guid":{"rendered":"http:\/\/www.magazinemedia.be\/audience-presse-cim-les-resultats-de-la-vague-2\/"},"modified":"2022-12-19T10:57:00","modified_gmt":"2022-12-19T09:57:00","slug":"audience-presse-cim-les-resultats-de-la-vague","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/audience-presse-cim-les-resultats-de-la-vague\/","title":{"rendered":"Audience presse CIM : les r\u00e9sultats de la Vague 2"},"content":{"rendered":"<h4>Le 18 mars 2014, le CIM a publi\u00e9 la deuxi\u00e8me vague de son \u00e9tude d&rsquo;audience presse &lsquo;nouvelle mouture&rsquo;. D\u00e9sormais, l&rsquo;\u00e9tude sort tous les six mois. Cela n&#8217;emp\u00eache en tout cas pas les titres sp\u00e9cifiques des \u00e9diteurs Febelmag de r\u00e9sister relativement bien, contrairement \u00e0 d&rsquo;autres m\u00e9dias.<\/h4>\n<h4><\/h4>\n<p>On le sait, en septembre 2013 l&rsquo;\u00e9tude d&rsquo;Audience CIM est entr\u00e9e dans une nouvelle \u00e8re. On mesure toujours l&rsquo;audience papier (Print), mais celle-ci est compl\u00e9t\u00e9e par l&rsquo;audience digitale via appli ou PDF (Print + Digital), voire par les visites de site Web (Total Brand). D\u00e9sormais, tous les moments de lecture sont enregistr\u00e9s et en termes de data cela engendre aussi une avanc\u00e9e pour la presse magazine.<\/p>\n<p>&nbsp;<\/p>\n<p>La Vague 2 de l&rsquo;\u00e9dition 2012-2013 (terrain du 1\/12\/12 au 30\/11\/13, 10.115 enqu\u00eates) et les r\u00e9sultats de la premi\u00e8re vague de septembre 2013 se chevauchent donc durant six mois. Il s&rsquo;av\u00e8re alors \u2013 malgr\u00e9 un march\u00e9 m\u00e9dia difficile \u2013 que le secteur magazines obtient un r\u00e9sultat convenable. En g\u00e9n\u00e9ral, lorsqu&rsquo;on additionne les titres des <a title=\"link febelmag members\" href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/members\/publishers\" target=\"_blank\" rel=\"noopener\">membres Febelmag<\/a>, la progression en termes d&rsquo;audience &lsquo;Total Brand&rsquo; compense la l\u00e9g\u00e8re perte en audience Print. Les hebdomadaires enregistrent une hausse d&rsquo;environ 1 % du papier au digital, mais de pr\u00e8s de 3 % en &lsquo;Total Brand&rsquo;. Les meilleurs scores sont r\u00e9alis\u00e9s par les bimensuels avec une hausse de 8 % du Print pur au Print + Digital, tandis que les mensuels enregistrent de 1 % de hausse en Digital \u00e0 8 % en Total Brand.<\/p>\n<p>&nbsp;<\/p>\n<p>&lsquo;\u00ab\u00a0On constate clairement que l&rsquo;audience Print stagne\u00a0&lsquo;\u00bb, explique Bernard Cools. Le deputy general manager de Space ajoute dans la foul\u00e9e que la croissance se situe au niveau du Digital, m\u00eame si celle-ci n&rsquo;\u00e9volue pas aussi vite pour chaque titre. Et de conclure\u00a0: &lsquo;\u00ab\u00a0Les magazines sont toujours utiles, voire indispensables dans un plan m\u00e9dia, mais cette vague nous enseigne qu&rsquo;eux aussi doivent \u00eatre consid\u00e9r\u00e9s comme des marques m\u00e9dia.\u00a0&lsquo;\u00bb<\/p>\n<p>&nbsp;<\/p>\n<p>Pour la publication des prochains r\u00e9sultats, il faudra attendre septembre 2014. Ce n&rsquo;est qu&rsquo;alors qu&rsquo;il deviendra possible de comparer deux ann\u00e9es sur une m\u00eame p\u00e9riode.<\/p>\n<p>&nbsp;<\/p>\n<p>Ajoutons pour terminer que l&rsquo;audience n&rsquo;est qu&rsquo;un des param\u00e8tres permettant d&rsquo;\u00e9valuer l&rsquo;int\u00e9r\u00eat et le poids de la presse magazine dans un plan m\u00e9dia. La qualit\u00e9 du contact doit elle aussi \u00eatre prise en compte. L&rsquo;effet publicitaire est en effet fortement influenc\u00e9 <a href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/article\/research-media-brand-leverage-%C3%A7a-existe\" target=\"_blank\" rel=\"noopener\">[\u00e9tude Sanoma Engagement] <\/a>par l&rsquo;attachement et l&rsquo;intensit\u00e9 de l&rsquo;exp\u00e9rience m\u00e9dia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p> Le 18 mars 2014, le CIM a publi\u00e9 la deuxi\u00e8me vague de son \u00e9tude d\u2019audience presse \u2018nouvelle mouture\u2019. <\/p>\n","protected":false},"author":1,"featured_media":15,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-14","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Audience presse CIM : les r\u00e9sultats de la Vague 2 - 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