{"id":774,"date":"2015-03-09T08:59:58","date_gmt":"2015-03-09T07:59:58","guid":{"rendered":"http:\/\/www.magazinemedia.be\/sites-web-des-magazines-apprecies-et-efficaces\/"},"modified":"2022-12-19T10:56:56","modified_gmt":"2022-12-19T09:56:56","slug":"sites-web-des-magazines-apprecies-et-efficaces","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/sites-web-des-magazines-apprecies-et-efficaces\/","title":{"rendered":"Sites Web des magazines : appr\u00e9ci\u00e9s et efficaces"},"content":{"rendered":"

Les sites Web de magazines comptent parmi les m\u00e9dias les plus appr\u00e9ci\u00e9s. C’est ce qui ressort d’une \u00e9tude espagnole r\u00e9cente. Les lecteurs de magazines trouvent non seulement que les sites Web magazines ont plus de valeur que la plupart des autres sites Web, ils estiment m\u00eame qu en g\u00e9n\u00e9ral ils constituent une des sources m\u00e9dia les plus importantes. Ces r\u00e9sultats viennent confirmer les conclusions d’\u00e9tudes d’autres pays.\u00a0<\/span><\/b><\/p>\n

Dans le cadre de son \u00e9tude, PwC ne s’est pas content\u00e9 d’interroger 1.600 consommateurs, mais aussi des annonceurs, des agences et des \u00e9diteurs. Beaucoup de consommateurs, surtout ceux disposant d’un grand pouvoir d’achat, suivent les marques magazines famili\u00e8res dans leur passage du print \u00e0 l’on-line. Les facteurs-cl\u00e9s pour les attirer sur les sites Web sont la fiabilit\u00e9, la confiance dans la marque, une information \u00e0 jour en des atouts suppl\u00e9mentaires comme la vid\u00e9o et les galeries photo. Les sites Web de marques magazines sont visit\u00e9s quotidiennement et suivis sur les r\u00e9seaux sociaux par les fans des marques. <\/span><\/p>\n

La publicit\u00e9 sur les sites Web magazines est \u00e9galement plus appr\u00e9ci\u00e9e que celle sur d’autres sites Web. Les visiteurs sont plus r\u00e9ceptifs aux messages publicitaires, ils leur consacrent plus d’attention et il y a plus d’interaction quand les annonces paraissent sur des sites Web magazines. Ici aussi, comme pour les magazines papier, le contexte r\u00e9dactionnel pertinent et familier est l’\u00e9l\u00e9ment qui d\u00e9cuple l’attrait des publicit\u00e9s. <\/span><\/p>\n

Confirmation d’\u00e9tudes ant\u00e9rieures<\/strong><\/span><\/p>\n

En se servant de l’outil de tra\u00e7age de campagnes Atenea Digital, la f\u00e9d\u00e9ration espagnole des magazines ARI* est parvenue, en quelques ann\u00e9es, \u00e0 d\u00e9velopper une vaste base de donn\u00e9es qui lui a permis de proc\u00e9der \u00e0 une analyse en profondeur des sites Web magazines par rapport aux sites Web non-magazines. Il s’av\u00e8re que la publicit\u00e9 sur les sites Web magazines g\u00e9n\u00e8re plus de notori\u00e9t\u00e9 publicitaire, de notori\u00e9t\u00e9 de marque et d’intention d’achat que celle sur d’autres sites Web. Les fans des marques magazines projettent les valeurs du titre sur la publicit\u00e9\u00a0; pas seulement en print, mais aussi, clairement, sur le site Web. <\/span><\/p>\n

D’autres \u00e9tudes aussi ont d\u00e9j\u00e0 d\u00e9montr\u00e9 cet effet, \u00e0 l’image de l’\u00e9tude neuroscientifique commandit\u00e9e par Bauer Media pour radiographier sa marque britannique Heat <\/a><\/span>. Dans cette \u00e9tude, des scans c\u00e9r\u00e9braux ont r\u00e9v\u00e9l\u00e9 le ‘cross-platform multiplier effect’ lorsqu’une publicit\u00e9 est vue sur plusieurs canaux de marque. Aux Etats-Unis, suite \u00e0 une \u00e9tude sur des marques alimentaires (faisant partie du projet Meredith Sales Guarantee), Meredith a conclu que faire de la publicit\u00e9 sur ses sites Web magazines avait un impact positif fort sur les ventes, g\u00e9n\u00e9rant plus sp\u00e9cifiquement une croissance moyenne de 8 %.<\/span><\/p>\n

Envie d’en savoir plus\u00a0? Cliquez ici.\u00a0<\/a><\/span><\/p>\n

 <\/p>\n

*L’\u00e9tude espagnole ‘Sites Web magazines : utilisation et perception’ a \u00e9t\u00e9 men\u00e9e par PwC \u00e0 la demande de l’Asociaci\u00f3n de Revistas de Informaci\u00f3n (ARI). En combinant des m\u00e9thodes qualitatives et quantitatives, on a interrog\u00e9, d’une part, 1.600 lecteurs magazines et, d’autre part, des annonceurs, des agences et des \u00e9diteurs. ‘ARI’s Magazine wWebsites: Usage and Perception Survey’ sera pr\u00e9sent\u00e9 au FIPP Insight Forum les 18et 19 mai \u00e0 Amsterdam<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Les sites Web de magazines comptent parmi les m\u00e9dias les plus appr\u00e9ci\u00e9s. C’est ce qui ressort d’une \u00e9tude espagnole r\u00e9cente. Les lecteurs de magazines trouvent non seulement que les sites Web magazines ont plus de valeur que la plupart des autres sites Web, ils estiment m\u00eame qu en g\u00e9n\u00e9ral ils…<\/p>\n","protected":false},"author":1,"featured_media":775,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"\nSites Web des magazines : appr\u00e9ci\u00e9s et efficaces - 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\/magazinewebsites-gewaardeerd-en-effectief\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sites Web des magazines : appr\u00e9ci\u00e9s et efficaces - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Les sites Web de magazines comptent parmi les m\u00e9dias les plus appr\u00e9ci\u00e9s. C’est ce qui ressort d’une \u00e9tude espagnole r\u00e9cente. 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