{"id":6853,"date":"2016-02-05T12:09:48","date_gmt":"2016-02-05T11:09:48","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=6853"},"modified":"2016-02-26T09:43:31","modified_gmt":"2016-02-26T08:43:31","slug":"print-magazine-sales-guarantee-non-vendu-rembourse","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/print-magazine-sales-guarantee-non-vendu-rembourse\/","title":{"rendered":"Print Magazine Sales Guarantee : non vendu ? Rembours\u00e9 !"},"content":{"rendered":"<p>L\u2019association des \u00e9diteurs de magazines am\u00e9ricains MPA offre la possibilit\u00e9 aux annonceurs de r\u00e9cup\u00e9rer de l\u2019argent\/de l\u2019espace si leur campagne magazine ne g\u00e9n\u00e8re pas de ventes suppl\u00e9mentaires ni de ROI positif sur les investissements magazine.<\/p>\n<p>Cette \u2018Sales Guarantee\u2019 est une suite logique du programme Magazine 360\u00b0 en place depuis plusieurs ann\u00e9es. En combinant diff\u00e9rentes \u00e9tudes et autres sources de donn\u00e9es, la MPA a su d\u00e9montrer que la demande de contenus magazine est \u00e0 la hausse.<\/p>\n<p>Pr\u00e9c\u00e9demment, la Sales Guarantee avait d\u00e9j\u00e0 \u00e9t\u00e9 introduite par bon nombre d\u2019entreprises (Time Inc., Hearst Magazines, Cond\u00e9 Nast, Meredith Corporation), mais elle vaut d\u00e9sormais pour toutes les soci\u00e9t\u00e9s m\u00e9dia affili\u00e9es (72 % du march\u00e9). Entre-temps, il a \u00e9t\u00e9 prouv\u00e9 \u00e0 tant de reprises que les magazines print font grimper les ventes (lisez par exemple <a href=\"http:\/\/www.magazinemedia.be\/fr\/wat-zegt-de-neuroscience-over-magazinereclame\/\" target=\"_blank\">l\u2019article sur la neuroscience<\/a>), que personne ne craint se br\u00fbler les doigts.<\/p>\n<p>Apr\u00e8s que Nielsen ait analys\u00e9 des centaines de campagnes, il a \u00e9t\u00e9 d\u00e9montr\u00e9 que les magazines g\u00e9n\u00e8rent un ROI bien plus \u00e9lev\u00e9 que celui d\u2019autres m\u00e9dias\u00a0:<\/p>\n<ul>\n<li>magazines print\u00a0: 8,68 USD en moyenne<\/li>\n<li>sites Web magazine\u00a0: 7,35 USD<\/li>\n<li>TV\u00a0: 2,44 USD<\/li>\n<li>sites Web de contenu \u2018premium\u2019 non-magazine\u00a0: 2,89 USD<\/li>\n<li>portails\u00a0: 2,59 USD<\/li>\n<\/ul>\n<p>Le MPA Magazine Media 360\u00b0 Brand Audience Report fait ressortir que les marques magazines restent pertinentes, tandis que la consommation du contenu se r\u00e9partit sur plusieurs plates-formes. Le rapport r\u00e9unit toutes les consommations de contenus magazine, mettant ainsi en \u00e9vidence que la consommation est en hausse (+10 % en 2015).<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee.jpg\"><img decoding=\"async\" class=\"alignleft wp-image-6854 \" style=\"margin: 5px;\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee-203x300.jpg\" alt=\"Sales Guarantee\" width=\"245\" height=\"362\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee-203x300.jpg 203w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee-693x1024.jpg 693w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee.jpg 1385w\" sizes=\"(max-width: 245px) 100vw, 245px\" \/><\/a><\/p>\n<p><strong>Comment la garantie fonctionne-t-elle\u00a0?<\/strong><\/p>\n<p>Quelques conditions sont pos\u00e9es, telles que la disponibilit\u00e9 de donn\u00e9es de vente via un bureau r\u00e9put\u00e9 et une campagne de minimum\u00a0150 GRP (18 ans et plus) sur une p\u00e9riode de 12 mois. Le nombre de GRP magazine doit \u00eatre en hausse par rapport aux 12 mois pr\u00e9c\u00e9dents.<\/p>\n<p>Si l\u2019augmentation des ventes est inf\u00e9rieure \u00e0 l\u2019investissement dans la campagne magazine (pas de ROI positif), la diff\u00e9rence sera restitu\u00e9e \u00e0 l\u2019annonceur sous forme de cash ou d\u2019espace publicitaire. C&rsquo;est la MPA qui finance l\u2019\u00e9tude connexe.<\/p>\n<p>Dans un avenir proche, on esp\u00e8re aussi pouvoir disposer des benchmarks n\u00e9cessaires pour \u00e9valuer le ROI de la publicit\u00e9 digitale, afin que la Sales Guarantee puisse \u00eatre \u00e9largie \u00e0 d\u2019autres plates-formes du m\u00e9dia magazine. Certains membres de la MPA, tels que Time Inc. et Meredith, \u0153uvrent d\u00e9j\u00e0 dans ce sens.<\/p>\n<p>Source\u00a0: \u00a0<a href=\"http:\/\/www.magazine.org\/insights-resources\/print-magazine-sales-guarantee\" target=\"_blank\">MPA<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019association des \u00e9diteurs de magazines am\u00e9ricains MPA offre la possibilit\u00e9 aux annonceurs de r\u00e9cup\u00e9rer de l\u2019argent\/de l\u2019espace si leur campagne magazine ne g\u00e9n\u00e8re pas de ventes suppl\u00e9mentaires ni de ROI positif sur les investissements magazine. Cette \u2018Sales Guarantee\u2019 est une suite logique du programme Magazine 360\u00b0 en place depuis plusieurs&#8230;<\/p>\n","protected":false},"author":3,"featured_media":6856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-6853","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>Print Magazine Sales Guarantee : non vendu ? 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