{"id":39499,"date":"2021-04-12T08:59:43","date_gmt":"2021-04-12T06:59:43","guid":{"rendered":"https:\/\/wemedia.be\/magazinemedia\/?p=39499"},"modified":"2021-04-13T17:31:02","modified_gmt":"2021-04-13T15:31:02","slug":"juan-senor-et-john-wilpers-presentent-innovation-in-media","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/juan-senor-et-john-wilpers-presentent-innovation-in-media\/","title":{"rendered":"Juan Se\u00f1or et John Wilpers (Innovation in Media) pr\u00e9sentent la \u2018nouvelle anormalit\u00e9\u2019"},"content":{"rendered":"<p><em>\u00ab Chaque tendance pr\u00e9sente avant la crise s\u2019acc\u00e9l\u00e9rera d\u00e9sormais pour devenir la norme \u00bb, a dit Juan Se\u00f1or \u00e0 l\u2019occasion de la pr\u00e9sentation du nouveau \u2018Innovation in Media Report\u2019 lors de DIS 2021 (<a href=\"https:\/\/www.innovators-summit.com\/\" target=\"_blank\" rel=\"noopener\">lire plus ici<\/a>). Cette ann\u00e9e, le rendez-vous annuel avec les deux auteurs de cet ouvrage de r\u00e9f\u00e9rence a bien s\u00fbr eu lieu en virtuel. Voici un bref r\u00e9sum\u00e9 des points forts et l\u2019acc\u00e8s \u00e0 la vid\u00e9o webinar et la pr\u00e9sentation.<\/em><\/p>\n<p style=\"text-align: center;\"><strong><a href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/john-wilpers-innovation-in-media-cest-justement-maintenant-que-les-entreprises-doivent-investir-dans-lecologisation\/\" target=\"_blank\" rel=\"noopener\">Lisez aussi notre interview avec John Wilpers<\/a><\/strong><\/p>\n<h2><span style=\"font-size: 14pt;\"><strong>Cinq grands changements<\/strong><\/span><\/h2>\n<p>Comme de coutume, la nouvelle \u00e9dition d\u2019Innovation in Media propose un bref aper\u00e7u des nouvelles tendances dans le monde des m\u00e9dias. Elle accorde \u00e9videmment beaucoup d\u2019attention aux changements caus\u00e9s par la pand\u00e9mie. Pensez \u00e0 l\u2019impact environnemental, au direct-to-consumer (D2C), aux strat\u00e9gies de r\u00e9tention, \u00e0 comment se pr\u00e9sente un bon bureau externe et, en outre, aux moyens techniques pour entrer en contact avec les coll\u00e8gues en cette \u00e8re post-corona et \u00e0 des conseils pour r\u00e9duire le stress. Une attention particuli\u00e8re a de plus \u00e9t\u00e9 port\u00e9e \u00e0 d\u2019autres th\u00e8mes actuels, tels que l\u2019\u00e9galit\u00e9 des genres et la diversit\u00e9.<\/p>\n<p>Wilpers et Se\u00f1or ont identifi\u00e9 une s\u00e9rie de domaines dans lesquels ils s\u2019attendent \u00e0 ce qu\u2019un changement durable intervienne.<\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/G9VDLVu1Gjw\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><span style=\"font-size: 14pt;\"><strong>Conditions de travail hybrides<\/strong><\/span><\/h2>\n<p>Le premier est le glissent de la semaine de travail de 40 heures vers un mod\u00e8le de bureau flexible, les collaborateurs travaillant souvent 100 % du temps \u00e0 domicile.<\/p>\n<p>M\u00eame si ce changement pr\u00e9sente de nombreux avantages, la productivit\u00e9 des travailleurs \u00e0 domicile a diminu\u00e9 de 40 %, dixit le rapport.\u00a0 Celui-ci conseille d\u00e8s lors aux \u00e9diteurs de ne pas se h\u00e2ter pour fermer leurs bureaux compl\u00e8tement.<\/p>\n<p>\u00ab\u00a0Le bureau ne dispara\u00eet pas\u00a0\u00bb, a dit Se\u00f1or. \u00ab\u00a0 Certains types de journalismes ne peuvent tout simplement pas \u00eatre pratiqu\u00e9s de chez soi. Rencontrer ses sources, se rendre \u00e0 des \u00e9v\u00e9nements, camper devant chez des politiciens\u00a0; c\u2019est ainsi qu\u2019on cr\u00e9e un journalisme qui vaut que l\u2019on paye pour lui.\u00a0\u00bb Un mod\u00e8le hybride semble d\u00e8s lors le plus probable et souhaitable.<\/p>\n<h2><span style=\"font-size: 14pt;\"><strong>Le digital domine<\/strong><\/span><\/h2>\n<p>La migration des lecteurs du print vers le num\u00e9rique est compl\u00e8te, irr\u00e9versible et universelle. De grandes opportunit\u00e9s se pr\u00e9sentent au niveau des abonnements et des affiliations.<\/p>\n<p>Ne tirez toutefois pas trop vite des conclusions, disent les auteurs du rapport. \u00ab Certains \u00e9diteurs se d\u00e9p\u00eachent de mettre un terme \u00e0 leurs activit\u00e9s en print, mais nous le d\u00e9conseillons. Sans doute est-ce une meilleure strat\u00e9gie de modifier la fr\u00e9quence \u2013 par exemple, de passer d\u2019un hebdomadaire \u00e0 un mensuel. Ne passez au digital que si vos revenus sont d\u2019abord devenus digitaux. Sinon, cela n\u2019a pas de sens \u00bb, peut-on entendre. Ceci fait \u00e9cho \u00e0 ce qu\u2019avait dit Se\u00f1or \u00e0 l\u2019occasion de MAGnify, il y a quelques ann\u00e9es de cela (<a href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/juan-senor-le-fake-news-est-en-passe-de-sauver-le-journalisme\/\" target=\"_blank\" rel=\"noopener\">lire plus<\/a>).<\/p>\n<h2><span style=\"font-size: 14pt;\"><strong>Les m\u00e9dias sociaux montrent leur vrai visage<\/strong><\/span><\/h2>\n<p>Pendant la pand\u00e9mie, beaucoup de gens ont pris le plis de visiter des sites d\u2019information chaque jour. C\u2019est une excellente nouvelle pour les sources d\u2019information fiables confront\u00e9s aux m\u00e9dias sociaux, qui regorgent de d\u00e9sinformation.<\/p>\n<p>Se\u00f1or et Wilpers indiquent que la pand\u00e9mie a marqu\u00e9 un tournant dans notre relation avec la grande technologie. L\u2019impasse r\u00e9cente entre le gouvernement australien et Facebook en est l\u2019exemple par excellence. Il est grand temps de proclamer un \u00ab\u00a0social media independence day\u00a0\u00bb, dixit les auteurs.<\/p>\n<p>Pour beaucoup d\u2019\u00e9diteurs, les investissements dans le public des m\u00e9dias sociaux ont donn\u00e9 peu de r\u00e9sultats. \u00ab\u00a0Le \u2018social media distancing\u2019 (la prise de distance par rapport aux m\u00e9dias sociaux) est crucial pour qui veut reforger une relation directe avec le public\u00a0\u00bb, dit Se\u00f1or avec un clin d\u2019\u0153il vers d\u2019autres modes de distanciation.<\/p>\n<p>Maintenant que les revenus publicitaires refluent vers l\u2019information de qualit\u00e9, c\u2019est la fin de l\u2019information gratuite pour Facebook et Google. Se\u00f1or se r\u00e9f\u00e8re \u00e0 une \u00e9tude dans laquelle il a \u00e9t\u00e9 calcul\u00e9 que les plateformes technologiques devraient partager au moins 8,8 % de leurs revenus avec les \u00e9diteurs en guise d\u2019indemnisation pour leur contenu.<\/p>\n<h2><span style=\"font-size: 14pt;\"><strong>Le moment(um) Netflix<\/strong><\/span><\/h2>\n<p>Nous en avons d\u00e9j\u00e0 souvent parl\u00e9 dans ces colonnes\u00a0: la disposition \u00e0 payer pour des contenus de qualit\u00e9 augmente partout dans le monde (lire plus\u00a0: <a href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/payer-pour-du-contenu-en-ligne-semble-etre-la-nouvelle-normalite\/\">https:\/\/wemedia.be\/magazinemedia\/fr\/payer-pour-du-contenu-en-ligne-semble-etre-la-nouvelle-normalite\/<\/a> ). Cela est intimement li\u00e9 \u00e0 l\u2019omnipr\u00e9sence de services comme Netflix et Spotify. Les auteurs rel\u00e8vent partout dans le monde plus d\u2019appr\u00e9ciation pour une information de qualit\u00e9 et des environnements m\u00e9dia sans publicit\u00e9.<\/p>\n<p>Aux quatre coins du monde, il est question d\u2019une croissance record des abonnements num\u00e9riques. Tant les magazines consommateurs que les m\u00e9dias d\u2019information proc\u00e8dent \u00e0 sa mon\u00e9tisation par le biais d\u2019affiliations, de clubs et de bonus pour les fid\u00e8les lecteurs. \u00ab\u00a0C\u2019est absolument le bon moment pour lancer un datawall ou un paywall\u00a0\u00bb, dixit Se\u00f1or. Il recommande d\u2019investir dans un journalisme de qualit\u00e9 et la v\u00e9rification des faits, afin de profiter du momentum.<\/p>\n<p>\u00ab\u00a0Regardez autour de vous\u00a0: les enseignes m\u00e9dia digitales d\u00e9pendantes de la publicit\u00e9 sont toutes entrain de consolider ou de s\u2019effondrer. Ce mod\u00e8le n\u2019est presque certainement pas durable, sauf si vous \u00eates le leader dans votre march\u00e9. Notre r\u00f4le en tant que v\u00e9rificateurs de faits est la nouvelle valeur ajout\u00e9e pour notre journalisme et les gens vont payer pour v\u00e9rifier les fake news.\u00a0\u00bb<\/p>\n<h2><span style=\"font-size: 14pt;\"><strong>Qui sont vos baleines\u00a0?<\/strong><\/span><\/h2>\n<p>Wilpers met aussi en exergue l\u2019essor du D2C\u00a0: direct to consumers. Aujourd\u2019hui, les \u00e9diteurs optent plus souvent pour un mod\u00e8le dit \u2018reader-first\u2019\u00a0: le flux financier qui coule directement du consommateur \u00e0 l\u2019\u00e9diteur.<\/p>\n<p>Dans ce cadre, le conseil \u00e0 l\u2019adresse d\u2019un \u00e9diteur est de se concentrer sur ses \u2018baleines\u2019\u00a0: les 10 \u00e0 15 % les plus fid\u00e8les de son public, ceux qui utilisent probablement fi\u00e8rement le sac arborant le logo de la marque. Ceux-ci font de la publicit\u00e9 de bouche \u00e0 oreille, se comportent de fa\u00e7on plus pr\u00e9visible et sont moins sensibles au prix.<\/p>\n<p>Enfin, Se\u00f1or en Wilpers pr\u00e9disent qu\u2019il n\u2019y aura plus d\u2019\u00e9v\u00e9nements sans composante num\u00e9rique. Le domaine des \u00e9v\u00e9nements virtuels laisse beaucoup de latitude \u00e0 l\u2019innovation et cette ann\u00e9e les gens en ont vraiment saisi les avantages. Le rapport contient des tuyaux pour r\u00e9ussir des \u00e9v\u00e9nements virtuels ou hybrides.<\/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\/4jrRnj1rhNMccK\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Innovation in Media 2021\" href=\"\/\/www.slideshare.net\/magazinemediaBE\/innovation-in-media-2021\" target=\"_blank\" rel=\"noopener\">Innovation in Media 2021<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/magazinemediaBE\" target=\"_blank\" rel=\"noopener\">magazinemediaBE<\/a><\/strong><\/div>\n<p>&nbsp;<\/p>\n<p>Source : <a href=\"https:\/\/www.fipp.com\/news\/five-ways-covid-19-has-changed-media-for-good\/#\" target=\"_blank\" rel=\"noopener\">FIPP<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab Chaque tendance pr\u00e9sente avant la crise s\u2019acc\u00e9l\u00e9rera d\u00e9sormais pour devenir la norme \u00bb, a dit Juan Se\u00f1or \u00e0 l\u2019occasion de la pr\u00e9sentation du nouveau \u2018Innovation in Media Report\u2019 lors de DIS 2021 (lire plus ici). Cette ann\u00e9e, le rendez-vous annuel avec les deux auteurs de cet ouvrage de r\u00e9f\u00e9rence&#8230;<\/p>\n","protected":false},"author":10,"featured_media":39508,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[737],"tags":[2899,2900,410,2568,2569,1613],"class_list":["post-39499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration","tag-digital-innovators-summit","tag-dis-2021","tag-fipp-fr","tag-innovation-in-media","tag-john-wilpers","tag-juan-senor-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Innovation in Media : Juan Se\u00f1or et John Wilpers pr\u00e9sentent<\/title>\n<meta name=\"description\" content=\"Juan Se\u00f1or et John Wilpers presentent a l&#039;occasion du DIS 2021 la \u2018Innovation in Media Report\u2019. 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