Without borders, without limits, without wrinkling and without a limited lifespan, digital embodies what the printed word would sometimes dream of being: immortal. Digital swallows paper, the opposite is not true. At most, it is complementary to it. Still should we be able to determine with precision for whom, why, in what context, at what price and for how long? In 2019, online information, regardless of the format used (articles, mood posts, forums, posts, comments, infographics, illustrations, animated images, podcasts and videos), reign in the world of editorial content …
“Print”, which has known its heyday for several centuries
in the fields of communication, journalism and relations
public, is it doomed to dematerialize and die slowly? The
today’s pages will be tomorrow’s URLs? What is the place
“slow content” in a digital environment where the main
watchwords are efficiency, velocity, instantaneity, sharing,
universality, deletion, recycling and continuous interaction?
Clicks reach audiences, but without audiences no
crowd attracts crowds, but no crowd makes the move if they think
that it is not worth it. In this context,
point out to capture light, attention and audience is
of putting. Be more “cool”, more “fun”, more relevant,
more provocative, more sympathetic, more funny, more moving, more attractive,
more charismatic, more connected, fairer, more credible … Being “more” than its neighbors,
this is the norm to hope for a place in a world
Today, to be read, listened to, shared, challenged or praised, in short, to be visible in a virtual ecosystem manufactured from scratch by Man is the Grail. No matter how it is ultimately achieved, the main goal, perhaps wrongly, is to react and create emotions. Success is no longer measured only through the simple analytical prism of the quality of content, but also, and above all, the quantity of interventions and audience shares acquired.
To be recognized these days is to sneeze on the screen on Monday evening and receive thousands of messages on Tuesday morning saying “wish you! “. This effect of immediacy, reactivity and interaction, digital makes it possible, the “print”, meanwhile, undergoes. The “snack content” overwrites long analyzes put on paper and, according to experts, this trend should consolidate in the years to come.
Always more information, always less time
Today, we consume on average 7 times more information than 4 years ago and we will consume 32 times more in 2020, with a sharply decreasing attention span. According to a study by Harvard University, our minds spend around 47% of their time wandering around in anxiety. In other words, we would spend almost half of our day thinking about subjects that concern us and that have nothing to do with what we are watching, listening to or experiencing at a time T.
Are we an ultra-connected generation too often disconnected from the present? Too little interested in what is really going on around us? Maybe some will say. Surely others will say. One thing is certain, this analysis can hardly be disputed.
And for individuals who wish to benefit from a certain reputation on online dialogue spaces, using new technologies, codes, vocabulary, references, formats, platforms and dissemination channels used by the target audience is a compulsory passage to establish an interesting connection with him. This connection is necessary to build a relationship of trust and arouse interest on his part. Interest is time. Time, in a society where nobody has one, is gold!
Media audiences don’t die, they
Operating its digital transformation is a priority for brands that live directly or indirectly from the information they share with their audience. And for good reason, in the media sector for example, each year, more and more readers historically attached to “print” replace paper with television, computer, tablet and / or smartphone.
According to an investigation by Reuters today, 71% of French people get information by watching and listening to audiovisual media (TV, radios and TV channels on the Internet), 68% do so via social networks and only 20% are loyal to newspapers and printed magazines, a figure in constant decline for more than 6 years. Experts predict that the newspaper segment will see its sales fall 4.3% by 2020 and the magazine segment 3.4%.
Roxane Lauley, PR manager at PwC, comments: “The so-called traditional media have not lost their audience, on the contrary, as they extend their editorial strategies to new distribution channels, they reach a wider readership. The key to success here is the editorial adaptation of the shared content. The same information must be treated differently depending on the format chosen and the target populations. Not to adopt this simple rule – but one that requires resources and real thought – is wanting to move too fast, stumbling at the risk of falling back. ”
To believe a study
from the School of Communication, the readers of tomorrow exist, of course,
but they no longer consume information in the same way. Figures to
support: more than 6 young French people out of 10 (16-25 years old) follow
news via the mobile app or social media and less
of 2 out of 10 respondents indicate that they consult paper supports.
too expensive, not at hand, not “likeable”, not shareable,
not based on the philosophy of instant dialogue, the “print” does not
is it not becoming, despite itself, a collector’s item
acclaimed by those who have time to take their time? Those who
want to get to the bottom of the topics without flying over them? Those who arise
more and less exposure? Those who prefer to leaf through slowly rather than
A return to substance in a new form
The quality of
content has no connection with the chosen medium. In “print” as in
“Web”, we find everything, on everything, everywhere. Establish a
complementarity between paper and digital, for brands that can
to allow yourself to exploit these two supports is a necessity. If the formats
differ, consistency at the editorial line level must however be
maintained. Dispersion is the enemy of well-crafted communication.
By intelligently juggling between “print” and “web”, a media brings to its readership a tailor-made customer experience. The media in question offers the same content presented in different formats and it is the reader who chooses how, where and when to consume it. The public is king. He’s the one who watches, listens, reads, shares, throws, makes and breaks a brand’s reputation.
Being aware of this balance of power makes it possible to create the beginning of a relevant multichannel strategy. What does the audience expect from a brand – not what does the audience expect from the brand? Was this brand able to give it what it claims? Understanding your audience and knowing yourself is the first step to success!
The successful media of tomorrow will undoubtedly be those who have successfully completed their digital transformation, of course, but who have also managed to create a link between the brand and the readers. A newspaper, a magazine, a website, a Facebook page or a TV set are just tools that allow you to create links, interactions – more or less in real time – and an immersive informative universe in which viewers of yesterday are today’s contributors and, to a certain extent, the players who bring brands to life.
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