{"id":109491,"date":"2019-03-06T21:00:00","date_gmt":"2019-03-07T02:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/key-executive-mega-conference-2019-3-tendances-cles-pour-lindustrie-des-journaux\/"},"modified":"2024-12-21T05:49:33","modified_gmt":"2024-12-21T10:49:33","slug":"key-executive-mega-conference-2019-3-tendances-cles-pour-lindustrie-des-journaux","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/search-optimization\/key-executive-mega-conference-2019-3-tendances-cles-pour-lindustrie-des-journaux\/","title":{"rendered":"Key Executive Mega-Conference 2019 : 3 tendances cl\u00e9s pour l\u2019industrie des journaux"},"content":{"rendered":"<p>La <a href=\"https:\/\/www.mega-conference.com\" target=\"_blank\" rel=\"noopener\">Key Executives Mega-Conference<\/a>, qui en est \u00e0 sa neuvi\u00e8me ann\u00e9e, a pour objectif d\u2019explorer de nouvelles approches et solutions aux probl\u00e8mes auxquels le secteur des journaux imprim\u00e9s est confront\u00e9, nombre d\u2019entre eux \u00e9tant directement li\u00e9s \u00e0 la mani\u00e8re dont le num\u00e9rique continue de changer l\u2019univers des nouvelles et la promotion des marques. En tant que sp\u00e9cialistes du marketing num\u00e9rique, nous avons un int\u00e9r\u00eat tout sp\u00e9cial dans la mani\u00e8re dont les journaux changent et s\u2019adaptent.<\/p>\n<p>Tenu au c\u0153ur du Strip de Las Vegas au Paris Hotel Convention Center, l\u2019\u00e9v\u00e9nement de cette ann\u00e9e nous a permis de rencontrer des personnes novatrices du monde des m\u00e9dias et de participer \u00e0 des ateliers et \u00e0 des pr\u00e9sentations portant sur les revenus futurs des m\u00e9dias et les tendances de l\u2019audience.<\/p>\n<p>Voici mes trois principales conclusions sur les tendances auxquelles nous pouvons nous attendre pour l\u2019industrie des nouvelles et des journaux, et sur ce que nous, les sp\u00e9cialistes du marketing num\u00e9rique, devons faire pour suivre le rythme.<\/p>\n<ol>\n<li>\n<h2> Tout est une question de relations <\/h2>\n<p>\u00c0 une certaine \u00e9poque, la vente d\u2019annonces imprim\u00e9es et num\u00e9riques aux petites et moyennes entreprises (PME) suffisait \u00e0 soutenir un groupe de journaux. Il s\u2019agit maintenant de nouer des relations avec ces PME, d\u2019\u00e9tablir un climat de confiance et de guider leurs strat\u00e9gies de marketing.<\/p>\n<p>Si les PME d\u00e9pensent leur budget marketing en publicit\u00e9 dans les m\u00e9dias num\u00e9riques, elles veulent \u00eatre certaines d\u2019en obtenir le plus de possible pour leur argent. \u00c0 l\u2019avenir, les journaux doivent s\u2019efforcer :<\/p>\n<ul>\n<li> D\u2019\u00eatre un consultant respect\u00e9 pour les PME en mati\u00e8re de publicit\u00e9 <\/li>\n<li> De proposer des m\u00e9thodes innovantes pour atteindre les publics cibles <\/li>\n<li> D\u2019offrir une visibilit\u00e9 aux PME au-del\u00e0 des audiences en propri\u00e9t\u00e9 <\/li>\n<li> De devenir un partenaire de confiance dans le contr\u00f4le des produits de publicit\u00e9 num\u00e9rique <\/li>\n<li> D\u2019aider les PME \u00e0 faire la publicit\u00e9 \u00e0 m\u00eame des produits et services qu\u2019elles ne peuvent s\u2019offrir elles-m\u00eames<\/li>\n<\/ul>\n<\/li>\n<li>\n<h2> Une strat\u00e9gie d\u2019accroissement du nombre d\u2019abonn\u00e9s num\u00e9riques est essentielle <\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"\/wpe-content\/uploads\/2019\/03\/A-digital-subscriber-growth-strategy-is-essential.jpg\" alt=\"Plant growing in a person&#039;s hand.\" width=\"860\" height=\"430\" class=\"alignnone size-full wp-image-39231\" \/><\/p>\n<p>Tant de journaux imprim\u00e9s ayant pass\u00e9 au num\u00e9rique au cours des 5 \u00e0 10 derni\u00e8res ann\u00e9es, ils ont d\u00fb trouver des moyens cr\u00e9atifs de g\u00e9n\u00e9rer des revenus. De nombreux journaux num\u00e9riques ont commenc\u00e9 \u00e0 utiliser un &#8220;paywall&#8221; (portail payant) pour se gagner des abonn\u00e9s et s\u2019assurer que le journalisme de qualit\u00e9 conserve sa valeur. Des publications respect\u00e9es de longue date telles que <em>le New York Times<\/em>, <em>le Washington Post<\/em>, <em>le Globe and Mail<\/em> et le <em>Toronto Star<\/em> tous ont mis en place des paywalls.<\/p>\n<p>La mise en place d\u2019un portail payant, qui oblige les lecteurs \u00e0 s\u2019abonner pour lire certains contenus, a \u00e9t\u00e9 un succ\u00e8s pour les grandes entreprises et pourrait \u00eatre adapt\u00e9e \u00e0 de plus petits groupes de journaux. Regardant vers le futur, l\u2019exp\u00e9rimentation avec la tendance du portail payant et l\u2019adaptation aux changements dans les habitudes de lecture des nouvelles pourra inclure les \u00e9l\u00e9ments suivants :<\/p>\n<ul>\n<li> <a href=\"\/fr-ca\/services\/design\/\">Concevoir<\/a> un processus d\u2019abonnement convivial et \u00ab\u2009sans heurts\u2009\u00bb pour les lecteurs <\/li>\n<li> Des bulletins quotidiens r\u00e9dig\u00e9s par la salle de presse, servant de g\u00e9n\u00e9rer du trafic vers du contenu num\u00e9rique <\/li>\n<li> Davantage de contenu premium derri\u00e8re le portail payant <\/li>\n<li> L\u2019utilisation de <a href=\"\/fr-ca\/services\/centre-danalyse\/\">l\u2019analyse<\/a> pour monitorer le comportement des utilisateurs entrant via le portail payant et l\u2019entonnoir d\u2019abonnement <\/li>\n<\/ul>\n<\/li>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6ab05e37ce61c'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6ab05e37ce61c');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/fr-ca\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'fr-ca',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"Une erreur s'est produite lors de la soumission du formulaire.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>\n<h2> La diversit\u00e9 et la pr\u00e9sence locale sont importantes <\/h2>\n<p>Pour r\u00e9ussir \u00e0 long terme, les groupes de presse doivent continuer \u00e0 diversifier leurs revenus. Rester au fait des tendances, \u00eatre ouvert aux nouvelles fa\u00e7ons de faire et s\u2019adapter rapidement emp\u00eachera les journaux \u2014 et les sp\u00e9cialistes du marketing \u2014 de prendre du retard.<\/p>\n<p>Le cycle de nouvelles de 24 heures signifie que les lecteurs passent rapidement \u00e0 autre chose. Il est donc \u00e9galement important de fid\u00e9liser le lecteur et de renforcer sa confiance. En renfor\u00e7ant leur pr\u00e9sence locale, les journaux peuvent solidifier leurs assises dans la communaut\u00e9. Voici quelques \u00e9v\u00e9nements locaux dans lesquels les journaux peuvent s\u2019impliquer :<\/p>\n<ul>\n<li> \u00c9v\u00e9nements en direct et remises de prix <\/li>\n<li> Participation \u00e0 des salons et expositions <\/li>\n<li> Organisation de courses pour des \u0153uvres de charit\u00e9 (ou simple participation) <\/li>\n<li> Commadite de festivals de musique ou de concerts <\/li>\n<li> Programmes promotionnels visant \u00e0 attirer le lectorat <\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<p>Les journaux sont une marque, \u00e0 l\u2019image de tout autre produit et service. Trouver de nouveaux moyens de communiquer avec les lecteurs tout en g\u00e9n\u00e9rant des revenus constants est un d\u00e9fi permanent dont les sp\u00e9cialistes du marketing num\u00e9rique ont d\u00e9j\u00e0 fait l\u2019exp\u00e9rience.<\/p>\n<p>Vous souhaitez en savoir plus sur ce que DAC peut faire pour vous aider \u00e0 rester \u00e0 l\u2019avant-garde en mati\u00e8re de strat\u00e9gie de marketing num\u00e9rique\u2009? <a href=\"\/fr-ca\/entrez-en-contact\/\"> Communiquez avec nous<\/a> !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La Key Executives Mega-Conference, qui en est \u00e0 sa neuvi\u00e8me ann\u00e9e, a pour objectif d\u2019explorer de nouvelles approches et solutions aux probl\u00e8mes auxquels le secteur des journaux imprim\u00e9s est confront\u00e9, nombre d\u2019entre eux \u00e9tant directement li\u00e9s \u00e0 la mani\u00e8re dont le num\u00e9rique continue de changer l\u2019univers des nouvelles et la promotion des marques. En tant [&hellip;]<\/p>\n","protected":false},"author":166,"featured_media":109493,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","in_short_ai_headline":"","in_short_ai_body":"","in_short_status":"","footnotes":""},"categories":[2899],"tags":[1083,227,1072],"class_list":["post-109491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-content-6","tag-digital","tag-digital-advertising-4"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Key Executive Mega-Conference 2019 : 3 tendances cl\u00e9s pour l&#039;industrie des journaux | DAC<\/title>\n<meta name=\"description\" content=\"Dans la foul\u00e9e de la Key Executive Mega-Conference 2019, d\u00e9couvrez nos 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