How we are changing the publishing industry in France

Across France, we work with sector-leading publishers, such as Le Monde, Le Figaro and Liberation in international news, Aufeminin and Enfemenino in women’s lifestyle and Telerama and Konbini in entertainment. By applying our proprietary technology to our clients’ site and social media data, we can detect the patterns that affect how much traffic a publisher receives from social media. We then recreate these variables to deliver meaningful increases in traffic for our clients while saving them time.

Across the globe, news media organisations have been facing declining revenues for some time and France is no exception.

From 2002 to 2012 revenues from national paid for daily newspapers across France fell by 32%, a trend which will have only been compounded by a 50% drop in average circulation of national paid-for daily newspapers since 2011.

This year in France the prominence of TV as a source of news declined to almost equal online, while social media news consumption has grown exponentially, the most marked trend in the 4 years the Reuters Institute has been collecting data.

It’s a time of great instability for publishers in France, the growth in news consumption is coming from online and from social. This creates peculiar problems for them, since they no longer are in complete control of how content is distributed and consumed.

“The media in France is characterised by a strong and vibrant broadcasting sector and a weak press that has struggled to manage the transition to digital” — Alexandre Lechenet, for the Digital News Report 2016

Into this landscape, enters Echobox. Echobox’s work with French publishers has increased revenues throughout the country. Le Monde, Le Figaro and Liberation, 3 of the largest online news sites in France — with a combined unique monthly visitorship of over 21 million (32% of the total population) — use Echobox to share their best content to Social when their audiences are most active online. On average French news publications working with Echobox see a 51% increase in pageviews from Facebook and a 97% increase from Twitter — directly contributing to ROI from the additional revenue they receive from increased ad impressions on their site.

“We strongly believe that newspapers, today more than ever, need to embrace new content distribution models… social media has drastically changed the way readers are consuming news, especially on smartphones: newspapers need to attract and engage those readers that may not read their content otherwise” — Xavier Grangier, CTO at Libération

We’ve worked with publishers small and large in France, across publishing sectors of business, lifestyle, entertainment, news and sports; cumulatively sharing over 3,000 tweets and posts, which results in 181.6 million impressions for Facebook alone every day. For example, in entertainment and culture publishing, our clients on average experience a 45% increase in pageviews from Facebook with Echobox and a 43% increase from Twitter. In sports publishing the effect is more pronounced: with clients enjoying a 137% increase in pageviews from Facebook with Echobox and a 243% one on Twitter.

We’re helping publishers in France redefine their relationship with Facebook and Twitter. In a media climate where worldwide social media news consumption is at 46% and only set to rise, we take the data science out of social media distribution and give publishers peace of mind that they are making the most of their stories on these platforms.

Image by Kai Mörk under a Creative Commons Licence: No changes made.

Tackling distribution is going to be a key challenge for news organisations in a bid to sustain revenues online; the Reuters Institute remarked as much in the concluding remarks of their 2016 Digital News Report: “we see publishers losing control of distribution.” But considerably less of a challenge for French publishers working with Echobox.

If you’d be interested in how Echobox can help you increase your traffic from Social, request a demo of our technology below.

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