{"id":333,"date":"2014-08-06T07:30:00","date_gmt":"2014-08-06T06:30:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/magazine-media-minutes-brand-influence-2\/"},"modified":"2022-12-19T10:56:59","modified_gmt":"2022-12-19T09:56:59","slug":"magazine-media-minutes-brand-influence","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/magazine-media-minutes-brand-influence\/","title":{"rendered":"MAGAZINE MEDIA MINUTES &#8211; Brand influence"},"content":{"rendered":"<p>Les marques magazine op\u00e8rent au c\u0153\u0093ur de groupes de pairs (&lsquo;communities of interest&rsquo;). Elles nourrissent leur communaut\u00e9 de nouvelles informations et s&rsquo;attribuent le r\u00f4le de guide dans le fa\u00e7onnage d&rsquo;opinions. Invariablement, les lecteurs placent leur marque magazine favorite dans leur proximit\u00e9 imm\u00e9diate, proche de leur propre identit\u00e9. Ce sont des marques avec lesquelles ils s&rsquo;identifient.<\/p>\n<p>52 % se dit enti\u00e8rement d&rsquo;accord avec l&rsquo;affirmation\u00a0: &lsquo;\u00ab\u00a0mon choix de magazines dit quelque chose sur qui je suis\u00a0&lsquo;\u00bb. Source\u00a0: Magazine Experiences Europe, Time &amp; Fortune<\/p>\n<p>Les magazines sont des marques m\u00e9dia qui plus que d&rsquo;autres m\u00e9dias offrent une r\u00e9alisation personnelle. &lsquo;Je&rsquo; et &lsquo;mon\/ma\/mes&rsquo; sont des mots que l&rsquo;on relie le plus souvent aux marques magazine. The Carat Consumer Connection Study a identifi\u00e9 les motivations suivantes* poussant \u00e0 la lecture de magazines\u00a0:<\/p>\n<ul>\n<li>du contenu en ligne avec mes go\u00fbts et mes centres d&rsquo;int\u00e9r\u00eat<\/li>\n<li>apprendre de nouvelles choses<\/li>\n<li>susciter des id\u00e9es<\/li>\n<li>rester au courant<\/li>\n<\/ul>\n<p><em>*Ces r\u00e9sultats correspondent \u00e9troitement aux conclusions d&rsquo;autres \u00e9tudes, telle que l&rsquo;\u00e9tude Media Experience belge d&rsquo;IP Plurimedia.<\/em><\/p>\n<p>Ce que disent les marques magazine importe vraiment<\/p>\n<p>Les lecteurs investissent dans les magazines pour r\u00e9colter des connaissances et se forger une opinion \u00e9tay\u00e9e sur base d&rsquo;une source r\u00e9dactionnelle dont ils savent qu&rsquo;elle est tr\u00e8s bien inform\u00e9e et en laquelle ils ont confiance. De fa\u00e7on consistante, les magazines sont \u00e9tiquet\u00e9s comme &lsquo;amis&rsquo;. Et nous pr\u00eatons tous l&rsquo;oreille \u00e0 nos amis.<\/p>\n<p>Dans 21st Century Women (2012), l&rsquo;\u00e9diteur am\u00e9ricain Conde Nast a \u00e9tudi\u00e9 l&rsquo;influence des marques magazine sur les jeunes femmes britanniques. Il a \u00e9t\u00e9 conclu que pour ce groupe int\u00e9ressant le contenu magazine est la source d&rsquo;information (faits ind\u00e9niables et donn\u00e9es) la plus fiable\u00a0:<\/p>\n<ul>\n<li>les jeunes femmes font le plus confiance aux conseils d&rsquo;amis, suivis des magazines<\/li>\n<li>\u00e0 leurs yeux, les magazines de luxe constituent une plus grande source d&rsquo;inspiration que n&rsquo;importe quel autre m\u00e9dia<\/li>\n<li>elles font 3 fois plus confiance \u00e0 la TV<\/li>\n<li>20 % suit sa marque magazine favorite sur Twitter<\/li>\n<li>les &lsquo;influentials&rsquo;, les experts informels dans notre soci\u00e9t\u00e9, attachent une grande importance aux marques magazine comme source d&rsquo;information. C&rsquo;est la preuve de leur poids culturel<\/li>\n<li>plus de 90 % des influenceurs sont des lecteurs magazine, tous secteurs confondus (source\u00a0: TGI)<\/li>\n<li>49 % de toutes les femmes &lsquo;\u00ab\u00a0discutent souvent avec autrui de choses qu&rsquo;elles lisent dans les magazines\u00a0&lsquo;\u00bb. IPA TouchPoints<\/li>\n<li>les cibles plus jeunes semblent plus inspir\u00e9es que d&rsquo;autres par le contenu r\u00e9dactionnel\u00a0: 62 % des femmes \u00e2g\u00e9es de 15 \u00e0 35 ans l&rsquo;indiquent. IPA TouchPoints<\/li>\n<\/ul>\n<p>&lsquo;\u00ab\u00a0By virtue of its widespread reach, television sparks the most brand conversations by volume. But print (magazines) is better than any other media at reaching Influencers. And Influencers are the most active recommenders.\u00a0&lsquo;\u00bb The Word of Mouth Marketing Association<\/p>\n<p>Pour en savoir plus sur la fa\u00e7on de toucher les &lsquo;brand influentials&rsquo;, <a href=\"http:\/\/www.magazinemedia.be\/fr\/qui-influence-les-influenceurs\" target=\"_self\" rel=\"noopener\">cliquez ic<\/a>i<\/p>\n","protected":false},"excerpt":{"rendered":"\n<p><img decoding=\"async\" src=\"http:\/\/www.magazinemedia.be\/sites\/default\/files\/Logo_0.jpg\" alt=\"\" class=\"media-image\" height=\"180\" typeof=\"foaf:Image\" width=\"180\" \/><\/p>\n","protected":false},"author":1,"featured_media":461,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-333","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>MAGAZINE MEDIA MINUTES - Brand influence - WE MEDIA Magazine Media<\/title>\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\/nieuws\/magazine-media-minutes-brand-influence\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MAGAZINE MEDIA MINUTES - Brand influence - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/magazine-media-minutes-brand-influence\/\" \/>\n<meta property=\"og:site_name\" content=\"WE MEDIA Magazine Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wemediabe\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-06T06:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-19T09:56:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Logo_1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"@nick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@nick\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/magazine-media-minutes-brand-influence\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/magazine-media-minutes-brand-influence\/\"},\"author\":{\"name\":\"@nick\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\"},\"headline\":\"MAGAZINE MEDIA MINUTES &#8211; 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