{"id":24106,"date":"2019-02-25T11:11:24","date_gmt":"2019-02-25T10:11:24","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=24106"},"modified":"2019-02-25T11:37:35","modified_gmt":"2019-02-25T10:37:35","slug":"le-nouveau-recit-de-marques-magazines-print-premium-et-public-engage","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/le-nouveau-recit-de-marques-magazines-print-premium-et-public-engage\/","title":{"rendered":"Le nouveau r\u00e9cit de magazine media\u00a0: print premium et public engag\u00e9"},"content":{"rendered":"<p><em>Le r\u00e9cit sur le m\u00e9dia magazine a chang\u00e9\u00a0: de plus en plus souvent, les marques magazine occupent l\u2019attention de fa\u00e7on positive et rares sont ceux qui \u00e9voquent encore la mort du m\u00e9dia. Lors de la publication des tirages britanniques au d\u00e9but du mois de f\u00e9vrier, la r\u00e9action des experts m\u00e9dia \u00e9tait toutefois totalement diff\u00e9rente par rapport \u00e0 ce qu\u2019on avait \u00e9t\u00e9 habitu\u00e9 \u00e0 entendre les ann\u00e9es pr\u00e9c\u00e9dentes. L\u2019attention s\u2019est port\u00e9e sur la puissance durable des marques magazine de par leur lien solide avec le public, la confiance qu\u2019elles inspirent et le contexte s\u00fbr qu\u2019elles offrent aux marques.<\/em><\/p>\n<p style=\"text-align: center;\"><strong>A lire aussi :\u00a0<a href=\"http:\/\/www.magazinemedia.be\/fr\/les-marques-magazines-sont-les-real-influencers-pour-les-marques-premium-et-de-luxe\/\" target=\"_blank\">Les marques magazines sont les \u2018vrais influenceurs\u2019 pour les marques premium et de luxe<\/a><\/strong><\/p>\n<p style=\"text-align: left;\">Cette nouvelle rh\u00e9torique est li\u00e9e \u00e0 la probl\u00e9matique des m\u00e9dias digitaux, la fraude et la s\u00e9curit\u00e9 de marque, ce qui pousse \u00e0 voir les \u2018vieux\u2019 m\u00e9dias sous une nouvelle lumi\u00e8re. Mais aussi aux entreprises m\u00e9dia qui, partout dans le monde, s\u2019engagent \u00e0 l\u2019unisson pour transmettre leur passion et leur foi en ce m\u00e9dia. Pensez \u00e0 la <a href=\"http:\/\/www.magazinemedia.be\/fr\/croyez-les-marques-magazines\/\" target=\"_blank\">campagne \u2018Magazines.Better.Believe.It<\/a>\u2019, \u00e0 l\u2019initiative <a href=\"http:\/\/www.magazinemedia.be\/fr\/les-marques-medias-retablissent-la-confiance-dans-les-marques-alimentaires\/\" target=\"_blank\">Food Brand Trust<\/a>, \u00e0 la campagne \u2018<a href=\"http:\/\/www.magazinemedia.be\/fr\/press-pause-ou-se-trouve-le-bouton-pause-de-la-vie\/\" target=\"_blank\">Press Pause<\/a>\u2019 et \u00e0 la plateforme \u00e0 long terme <a href=\"https:\/\/www.editorial.media\/\" target=\"_blank\">Editorial Media<\/a>. Avec, pour exemple le plus r\u00e9cent, la <a href=\"https:\/\/payattention.media\/\" target=\"_blank\">campagne \u2018Pay Attention<\/a>\u2019 de l\u2019enseigne britannique <a href=\"https:\/\/magnetic.media\/\" target=\"_blank\">Magnetic Media<\/a>.<\/p>\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/93FXH47QiXBRgU\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<h3>La baisse des tirages n\u2019est pas propre aux m\u00e9dias imprim\u00e9s<\/h3>\n<p>C\u2019est la dure et franche r\u00e9alit\u00e9\u00a0: m\u00eame si l\u2019\u00e9volution est plus lente qu\u2019on ne le pense souvent, partout dans le monde les tirages des magazines imprim\u00e9s sont en baisse. Ce n\u2019est pas un scoop. Aujourd\u2019hui, le directeur de Mediacom, Jamie Higginson, constate toutefois \u00a0que la baisse (lente, c\u2019est vrai, mais constante) des tirages n\u2019est pas propre aux magazines ou aux m\u00e9dias imprim\u00e9s\u00a0: tous les m\u00e9dias \u00e9tablis, dont la TV, sont confront\u00e9s \u00e0 un public qui migre en direction du num\u00e9rique.<\/p>\n<p>Voici ce que pr\u00f4ne Higginson\u00a0: \u00ab\u00a0Du point de vue d\u2019une agence, il ne faut pas contempler un canal de fa\u00e7on trop limit\u00e9e dans un silo. Pour chaque annonceur, les magazines consommateurs op\u00e8rent au sein d\u2019un syst\u00e8me de communication et c\u2019est \u00e0 partir de cette vision que nous devons planifier les campagnes. Dans ce contexte, la raison premi\u00e8re pour investir dans les magazines est rarement l\u2019audience ou l\u2019\u00e9chelle (ce r\u00f4le revenant \u00e0 la TV et \u00e0 l\u2019OOH).\u00a0\u00bb<\/p>\n<p>Et de poursuivre\u00a0: \u00ab\u00a0M\u00eame si nous n\u00e9gocions sur base de modifications de tirage, de faibles baisses ne devraient pas nous emp\u00eacher de faire appel aux magazines quand ceux-ci sont b\u00e9n\u00e9fiques pour le syst\u00e8me de communication plus large des annonceurs.\u00a0\u00bb<\/p>\n<h3>Enseigner aux clients<\/h3>\n<p>Les avantages des magazines sont, entre autres, un public engag\u00e9, un contenu \u2018brand safe\u2019 et une dur\u00e9e de lecture\/de pr\u00e9sence plus longue dans un environnement de confiance, tout en surfant sur la vague de la passion que t\u00e9moigne le consommateur pour un sujet sp\u00e9cifique. Agences et annonceurs peuvent continuer \u00e0 exploiter ces avantages au profit de leurs marques, ce qui signifie qu\u2019il y a un r\u00f4le \u00e0 jouer dans nos campagnes pour les magazines consommateurs.\u00a0\u00bb<\/p>\n<p>Graham Marter, Head of Publishing and Partnerships, Total Media, ajoute \u00e0 cela\u00a0: \u00ab\u00a0Quand on lit un magazine, on est \u00e0 fond dedans, avec peu de distractions. Cela vaut encore plus pour un magazine imprim\u00e9. Les publicit\u00e9s font partie int\u00e9grante de l\u2019exp\u00e9rience et cadrent enti\u00e8rement dans l\u2019environnement m\u00e9dia.<\/p>\n<p>Or, le d\u00e9fi qui attend les agences est d\u2019enseigner ce r\u00e9cit en d\u00e9veloppement \u00e0 leurs clients. \u00a0Les marques m\u00e9dia recherchent de nouvelles mani\u00e8res de g\u00e9n\u00e9rer du revenu, au-del\u00e0 de la publicit\u00e9. Nous devons travailler plus dur pour mettre en exergue ces opportunit\u00e9s, ainsi que les avantages d\u2019un public plus r\u00e9duit et impliqu\u00e9.\u00a0\u00bb<\/p>\n<p>Source\u00a0: <a href=\"https:\/\/mediatel.co.uk\/newsline\/2019\/02\/14\/consumer-magazine-abcs-analysis\/\" target=\"_blank\">Mediatel<\/a><\/p>\n<p><em>Sur le m\u00eame sujet :<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/batibouw-les-annonceurs-utilisent-les-magazines-de-facon-toujours-plus-creative\/\" target=\"_blank\">Batibouw : les annonceurs utilisent les magazines de fa\u00e7on toujours plus cr\u00e9ative<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/la-lecture-digitale-modifie-notre-cerveau\/\" target=\"_blank\">La lecture digitale (lire : diagonale) modifie notre cerveau<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/the-hedonist-le-luxe-et-le-print-ca-reste-la-combinaison-ideale\/\" target=\"_blank\">The Hedonist : le luxe et le print, \u00e7a reste la combinaison id\u00e9ale<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/lappreciation-pour-les-magazines-reste-elevee-en-belgique\/\" target=\"_blank\">L\u2019appr\u00e9ciation pour les magazines reste \u00e9lev\u00e9e en Belgique<\/a>\u00a0<\/em><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Le r\u00e9cit sur le m\u00e9dia magazine a chang\u00e9\u00a0: de plus en plus souvent, les marques magazine occupent l\u2019attention de fa\u00e7on positive et rares sont ceux qui \u00e9voquent encore la mort du m\u00e9dia. Lors de la publication des tirages britanniques au d\u00e9but du mois de f\u00e9vrier, la r\u00e9action des experts m\u00e9dia&#8230;<\/p>\n","protected":false},"author":2,"featured_media":24104,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[737],"tags":[1736,1022,1015,412,522,868,1262,1658,492,1995,653,1433],"class_list":["post-24106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration","tag-brand-safety","tag-concours","tag-confiance","tag-engagement-fr","tag-magazine-media-fr","tag-magazine-media-fr-3","tag-magnetic-media","tag-marques-magazine","tag-mpa-fr","tag-mpa-fr-3","tag-print-fr","tag-vdz"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le nouveau r\u00e9cit de magazine media\u00a0: print premium et public engag\u00e9 - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"R\u00e9action des experts m\u00e9dia \u00e9tait diff\u00e9rente par rapport \u00e0 ce qu\u2019on avait \u00e9t\u00e9 habitu\u00e9 L\u2019attention s\u2019est port\u00e9e sur la puissance durable des marques magazines\" \/>\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\/le-nouveau-recit-de-marques-magazines-print-premium-et-public-engage\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le nouveau r\u00e9cit de magazine media\u00a0: print premium et public engag\u00e9 - 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