{"id":17920,"date":"2018-11-07T18:25:11","date_gmt":"2018-11-07T17:25:11","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=17920"},"modified":"2018-11-27T12:46:30","modified_gmt":"2018-11-27T11:46:30","slug":"vanessa-sanctorum-retour-sur-magnify-2018","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/vanessa-sanctorum-retour-sur-magnify-2018\/","title":{"rendered":"Vanessa Sanctorum : Retour sur MAGnify 2018"},"content":{"rendered":"

Un mois apr\u00e8s MAGnify, Magazine Media me donne l\u2019occasion de dresser un bilan avec mes principales observations. Car l\u2019apport d\u2019un Millennial sur le sujet est pertinent, dixit une collaboratrice de l\u2019organisation.<\/em><\/p>\n

Pour \u00eatre tout \u00e0 fait honn\u00eate, je me sens autant enfant de la t\u00e9l\u00e9, qu\u2019enfant du Journal de Mickey<\/em> ainsi qu\u2019adulescente<\/em> qui a connu les premiers balbutiements du net fin des ann\u00e9es \u201890. Je garde la nostalgie de mon NOKIA 3210 mais depuis mon premier iPhone, la marque ne quitte plus ma poche.<\/p>\n

A PORTEE DE MAIN, A PORTEE DE CLICK<\/strong><\/h3>\n

Je n\u2019imagine pas une seule semaine sans mon Moustique<\/em> version papier. Mon fil d\u2019actualit\u00e9 est un mix des bonnes adresses d\u2019ELLE Belgique<\/em>, des recettes de Femmes d\u2019Aujourd\u2019hui<\/em> et des news de The Economist<\/em>.<\/p>\n

Que ce soit en priv\u00e9 ou dans ma vie professionnelle, les magazines m\u2019ont toujours accompagn\u00e9e. Ils sont \u00e0 port\u00e9e de main et visibles dans mes principaux lieux de vie et de passage.<\/p>\n

UN NOUVEAU CONTRAT DE \u00a0\u00bb LECTURE \u00ab\u00a0<\/strong><\/h3>\n

Pas vu, pas lu\u2026 On aime peu ce qui nous est inconnu. Ne nous voilons pas la face\u00a0: les efforts de promotion sont extr\u00eamement maigres.<\/p>\n

Un mod\u00e8le \u00e9conomique bas\u00e9 essentiellement sur la publicit\u00e9 n\u2019est plus viable. Parce que la valorisation de la page est intrins\u00e8quement li\u00e9e \u00e0 l\u2019audience et aux ventes. Deux indicateurs qui voient rouge ces derni\u00e8res ann\u00e9es.<\/p>\n

Un tiers des Millennials ont install\u00e9 un ad blocker. Au risque de choquer les annonceurs, les r\u00e9dactions le savent depuis longtemps\u00a0: c\u2019est le lecteur qui doit \u00eatre au centre de toutes les pr\u00e9occupations. Et cela doit se traduire dans tous les \u00a0\u00bb formats \u00a0\u00bb de la marque.<\/p>\n

Pr\u00e8s de 1 Millennial sur 5 est pr\u00eat \u00e0 payer pour acc\u00e9der \u00e0 du contenu presse en ligne, contre 1 a\u00een\u00e9 sur 10. Pourtant, cacher son contenu digital derri\u00e8re un paywall, a peu de sens si la qualit\u00e9 du contenu n\u2019est pas au rendez-vous.<\/p>\n

RETOUR AUX SOURCES\u00a0: UNE EXPERIENCE ENGAGEANTE<\/strong><\/h3>\n

Les chiffres de la derni\u00e8re \u00e9tude d\u2019audience le confirment\u00a0: les mensuels, plus ax\u00e9s sur des th\u00e9matiques pr\u00e9cises, scorent mieux que la moyenne.<\/p>\n

A l\u2019\u00e8re des fake news, il est \u00e9galement int\u00e9ressant de constater que les titres news, qui offrent du contenu de fond, ont su installer une relation durable avec leur(s) audience(s). L\u2019expertise et des angles de vues diff\u00e9rents font office de guide pour le lecteur.<\/p>\n

Le long form<\/em> que permet le papier, bien mieux que le digital o\u00f9 l\u2019attention est plus courte, apporte r\u00e9solument une valeur ajout\u00e9e. Ce qui se traduit par une audience plus fid\u00e8le et plus engag\u00e9e.<\/p>\n

DEDUPLIQUER LES RENDEZ-VOUS<\/strong><\/h3>\n

Les Millennials se disent plus enclins \u00e0 suivre leur titre de presse pr\u00e9f\u00e9r\u00e9 via les r\u00e9seaux sociaux (29% vs 21%). Dans un march\u00e9 o\u00f9 la vente au num\u00e9ro est dominante, il est d\u2019autant plus important de d\u00e9dupliquer les formats et de revoir la notion de p\u00e9riodicit\u00e9.<\/p>\n

Un tiers des Millennials lit des articles en ligne \u00e0 une fr\u00e9quence hebdomadaire. Cela permet aux \u00e9diteurs de mieux cibler leurs int\u00e9r\u00eats, de d\u00e9cliner des th\u00e9matiques pr\u00e9cises qui aboutiront \u00e0 des partenariats plus pertinents avec les annonceurs.<\/p>\n

Car, si les \u00e9diteurs mart\u00e8lent de ne pas l\u00e2cher la FULL PAGE traditionnelle, d\u2019autres types de publicit\u00e9s font leur preuve\u00a0: le native, l\u2019\u00e9v\u00e9nementiel, l\u2019affiliation, \u2026 En r\u00e9sum\u00e9\u00a0: ce que les magazines offrent depuis longtemps mais qu\u2019ils n\u2019arrivent pas toujours \u00e0 mon\u00e9tiser \u00e0 sa juste valeur.<\/p>\n

LES \u00a0\u00bb NOUVEAUX \u00a0\u00bb INFLUENCEURS<\/strong><\/h3>\n

Ne l\u2019oublions pas, la premi\u00e8re mission des m\u00e9dias, et du m\u00e9dia magazine en particulier, est de g\u00e9n\u00e9rer des \u00e9motions, de (r)\u00e9veiller la curiosit\u00e9 et diversifier les options. J\u2019en suis persuad\u00e9e, les marques magazines ont une longueur d\u2019avance sur les r\u00e9seaux sociaux et les autres m\u00e9dias\u00a0: ce sont des influenceurs avant la lettre. A eux de revendiquer et de rev\u00eatir ce r\u00f4le avec passion.<\/p>\n

\"Portrait<\/a>\u00a0Vanessa Sanctorum, <\/em>Head of Consumer Science & Analytics chez Havas Media<\/em><\/p>\n

* tous les chiffres mentionn\u00e9s sont issus d\u2019\u00e9tudes interrogeant des r\u00e9pondants belges<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Un mois apr\u00e8s MAGnify, Magazine Media me donne l\u2019occasion de dresser un bilan avec mes principales observations. Car l\u2019apport d\u2019un Millennial sur le sujet est pertinent, dixit une collaboratrice de l\u2019organisation. Pour \u00eatre tout \u00e0 fait honn\u00eate, je me sens autant enfant de la t\u00e9l\u00e9, qu\u2019enfant du Journal de Mickey…<\/p>\n","protected":false},"author":2,"featured_media":17651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[737],"tags":[1615,2018],"class_list":["post-17920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration","tag-magnify-fr","tag-vanessa-sanctorum-fr"],"acf":[],"yoast_head":"\nVanessa Sanctorum : Retour sur MAGnify 2018 - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Vanessa Sanctorum : Un mois apr\u00e8s cet \u00e9v\u00e9nement, Magazine Media me donne l\u2019occasion de dresser un bilan avec mes principales observations de MAGnify 2018\" \/>\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\/magazinemedia\/fr\/nieuws\/vanessa-sanctorum-retour-sur-magnify-2018\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vanessa Sanctorum : Retour sur MAGnify 2018 - 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