More than 95 of the French are readers of magazines or dailies

When studies, analyses, reports, the problems of the French press are now well identified. There are, on the one hand, challenges common to all of the press in Western countries (trend decline in readership, digital transition, increased competition from new media...). On the other hand, everyone knows the structural weaknesses of the French press (contents not always adapted to the expectations of readers, too high production costs, inadequate distribution...). This is the issue of the States General of the written press taking place at this time to seek ways to sustainably solve these problems, beyond traditional requests for aid from the State.

At the risk of posing as a provocateur, I would like to add advertising to the long list of subjects that the States General will have to deal with. It is a bit strange that the advertising is not emerged as one of the major challenges for the future. It is indeed a key issue for the economic viability of press titles and therefore a fundamental guarantee for their independence and their sustainability. However, the part of the press in advertising investments continues down: 50 of advertising investment in 1999 against approximately one-third today. In the advertising field, movements are quick and radical and the flight of advertisers can be much more brutal than the slow erosion of the readership.

That is why, as all those who love the press and there are many in Publicis Group , I enrage today to see all too often unable to modernize and innovate, just as I also enrage see some advertisers sometimes to distract from the press.

Because, in a context of increased malingering, the hammering: newspapers and magazines retain many assets in advertising terms. The press remains highly, particularly living media developments in society, to the aspirations of the French, their anxieties and desires. The press regenerates continuously, invented new forms and launches new titles. The press is also a powerful media. More than 95 of the French are readers of magazines or dailies. Overall, the press is an effective relay for the communication of the advertisers. Not to mention the contact, the almost carnal connection associated with the touch of paper...

Then, how to get the best party these assets By transforming itself. First, by repeating that the press is not one product like the others, too often forgotten yet it remains a product of mass consumption with significant economic constraints (increase in raw materials, cost of production, distribution...). Therefore, like other industries, that the press develops real marketing and innovation, with sophisticated tools and techniques of sales strategies to better highlight and sell its products. In addition, media groups must learn to take advantage of the immaterial force their titles and links they have created with their consumers. A mark of press is a fundamental asset that publishers can expect many benefits if they know highlight them (enhanced loyalty, deployment of the mark on other segments, such as digital, attractiveness to advertisers...).

Audience measurement system modernization, development of couplings, tariff renovation, there are still many topics on which the press should move to show the advertising effectiveness of the press and restore confidence to advertisers (and the agencies who advise). But beyond technical measures, the issue is also in the head: must be put in values the exceptional qualities of the press, rather than succumb to pessimism and constantly search for protectionist measures.

In an economic context heckled in a disoriented media landscape, the confidence of our citizens for the press is an asset without equal. This is why the States General of the press are a chance that the press should not let pass, a tremendous opportunity to finally clean up its operating conditions and find, at the same time, its capacity for initiative and a spirit of growth and conquest.