SPMI : quelques sites de presse magazine remarquables

Lors de la conférence organisée par le Club SPMI le 25 avril dernier et animée par Arnaud de Saint Simon, nous avons eu le plaisir de présenter l'analyse de 9 cas de sites de presse magazine. 7 de ces 9 exemples sont américains car malgré nos efforts pour diversifier l'origine des exemples, force est de constater l'avance des USA dans l'offre web.

Voici donc la liste des 9 sites sélectionnés et analysés en raison de leur succès et de leur stratégie innovante online.

• www.spiegel.de (Allemagne) : le site est devenu N°1 des news online en Allemagne, devant les sites de quotidiens et les pure players, en parvenant à attirer les plumes les plus prestigieuses du pays.

• www.forbes.com (USA) : N°1 mondial des sites économiques sur la cible dirigeants, le site a été pionnier dans la production de vidéo online, avec la création de la chaîne online Forbes.com Video Network, véritable locomotive publicitaire du site.

• www.jpgmag.com (USA) : ce site de photographie « pro-am » constitue un exemple original d'élaboration sur le web d'un magazine exclusivement nourri par du « user generated content ».

• www.playboy.com (USA) : N°1 mondial des sites de charme sur Internet, le site faire vivre et enrichit la marque Playboy avec tout une palette d'outils très rentables : strip teases et chats avec les playmates sur le Cyber Club (espace payant du site), e-commerce de produits dérivés, etc.

• www.runnersworld.com (USA) : dédié aux passionnés de course à pied, ce site anime sur Internet la plus grande communauté de coureurs au monde, avec des forums, des vidéos de grands coureurs ou d'anonymes, des outils interactifs de préparation à la course, pour vivre et partager pleinement sa passion.

• www.bhg.com (USA) : ce site de loisirs créatifs du groupe Meredith a su pousser jusqu'au bout une logique de recrutement d'abonnés magazine via le web, par des incitations permanentes à s'abonner, et en multipliant les renvois du print vers le web et vice versa. A noter également le tout récent www.better.tv.

• Condé Net (USA) : la structure online du groupe Condé Nast a misé sur une stratégie de portails thématiques (la mode, le voyage) pour élargir son audience. Ainsi, www.style.com est le site des magazines Vogue et W, mais aussi, plus largement, un portail dédié à la mode ; de même pour www.epicurious.com, portail gastronomique et site des magazines Gourmet et Bon Appetit.

• www.nme.com (UK) : Ce site de musique a réussi à imposer sa marque sur tout le territoire anglo-saxon, grâce à un positionnement différenciant sur l'info musicale, complémentaire des sites de partage. Fait rare, l'équipe éditoriale chargée de l'info s'occupe à la fois du web et du print et réserve les scoops au site.

• www.caranddriver.com (USA): Dédié aux acheteurs potentiels d'automobiles, ce site a su développer une stratégie d'intégration publicitaire originale, le Virtual Test Drive, publi-reportage vidéo dont le contenu est coproduit avec un annonceur. Résultat : une objectivité de l'info qui attire les internautes, une source de revenus croissante pour le site.

Après la présentation de l'étude par Matthieu Guével, Alexandra Marsiglia a montré quelques exemples d'applications innovantes. Je vous invite en particulier à regarder Interview Magazine pour l'originalité du format horizontal et la qualité de l'intégration de la publicité. Notre présentation a été complétée par les brillantes interventions de représentants de Car and Driver et de Burda interviewés par Arnaud de St Simon.

La présentation, réservée aux membres du club SPMI, est téléchargeable en format pdf sur le site SPMI (cliquer sur Matinée numérique / Club SPMI Mercredi 25 avril après identification).

Pour mener cette étude, nous avons consulté de nombreux sites et blogs et interviewés les principaux responsables de chaque site. Voici quelques sources pertinentes pour mener des recherches prospectives sur la presse magazine :

- Advertising Age

- Foliomag

- Business Wire

- Mediaweek

- Paidcontent

- MIN Media Industry Newsletter, surtout le "Eye on Digital Media" et les statistiques

- New Media Age

- le site du FIPP (International Federation of the Periodical Press)

Tous nos remerciements à Pascale Marie et Anne Elizabeth Gautreau du SPMI et à Arnaud de Saint Simon de Psychologies pour leurs conseils et encouragements tout au long de cette recherche qui a duré près de 5 mois.

Bon vent à Nathalie Roset dans l'aventure des médias numériques et une petite larme pour Juliette Valains, qui s'est occupée entre autres de mes deux blogs depuis 1 an et demi et qui va prochainement traverser l'Atlantique.

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