de saint simon psychologies.com
DESCRIPTION
Digital Media 2.0TRANSCRIPT
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PSYCHOLOGIES’ EXPANSION ON THE WEB
Summary
Why psychologies.com is a success
Why we need to move further
Personnal thoughts about the web
Key elements on Psychologies magazine
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PSYCHOLOGIES’ EXPANSION ON THE WEB
Created in 1970 and re-launched in 1998
A magazine devoted to helping its readers live a better life, in their relationships (couple, family, children), with their body and their mind
Read by upscale, well-educated, urban women in their 35/40 years
Key elements on Psychologies
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PSYCHOLOGIES’ EXPANSION ON THE WEB
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circulation
Ad revenue
360 000
13,5 M€
Copies Ad sales (000 €)
The french success of the last decade
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PSYCHOLOGIES’ EXPANSION ON THE WEB
SPAIN Feb 05 - 180 000 c.
CHINA Sept 06UK Sept 05 - 120 000 c. RUSSIA Dec 05 - 120 000 c.
ITALY Nov 04 - 120 000 c. BELGIUM March 05 - 15 000 c.
Already in 7 countries
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PSYCHOLOGIES’ EXPANSION ON THE WEB
Created end of 2000
Team of 9
A website with its own personality;not a me-too
Provides a complement of the magazine
What was
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PSYCHOLOGIES’ EXPANSION ON THE WEB
1. TESTS 130 topics
4M pages viewed
Most popular sections
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PSYCHOLOGIES’ EXPANSION ON THE WEB
2. FORUMS3M pages viewed
65 discussions
100 000 messages/month
Most popular sections
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PSYCHOLOGIES’ EXPANSION ON THE WEB
3. BLOGS0,4M pages viewed
Most popular sections
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PSYCHOLOGIES’ EXPANSION ON THE WEB
…and 25 other sections
Most popular sections
etc.
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PSYCHOLOGIES’ EXPANSION ON THE WEB
What the web has brought to us
Brand and circulation boost
Editorial help
Marketing tools : research, panel
Contact with 20 000 people / day
Internet learning curve
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PSYCHOLOGIES’ EXPANSION ON THE WEB
13 million pages viewed - 700 000 unique visitorsThe leading website amongst women’s magazines
1 million euros income
Break even budget 2006
• Classified Ads 250K
• Subscritions to the magazine - Paying personality tests - Dating - Affiliation…
• Advertising 700K
Our performances
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PSYCHOLOGIES’ EXPANSION ON THE WEB
Ratings too small for the ad market
Pure player competitors remain a potential threat
Offer too rich for just one website
Still a content driven website
Need to develop a new business beyond magazines
Why it isn’t enough yet
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PSYCHOLOGIES’ EXPANSION ON THE WEB
From one magazine website to a network of pure player websites
Boost what works best (tests, community) and spread our expertise with dedicated sites
Broaden Psychologies target and age group
Where we are heading
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PSYCHOLOGIES’ EXPANSION ON THE WEB
Around , the better living portal :
Our next developments yet
our 15-25 website, to create loyalty with the new generation
personality tests, self help tools, self evaluation tips
to learn and talk even more about sex
forums, contents and a certified therapist’s search engine
And more channels to come
Mypsycho.com : a virtual social network built around valuable life experiences. Crossroad to all our websites.
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PSYCHOLOGIES’ EXPANSION ON THE WEB
Yrs 1995 : Companion websites
Yrs 2000 : Complement websites
Now : System of websites linked to a magazine
Next step? Pure player strategies (buy, launch)
Magazine publishers strategies
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PSYCHOLOGIES’ EXPANSION ON THE WEB
« Je t’aime, moi non plus »
A publisher struggling with the web
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PSYCHOLOGIES’ EXPANSION ON THE WEB
1. Management has to commit himself
9. No, your website will not kill your magazine
8. Yes, it does cost money
7. Launch quietly : don’t waste money on promotion
6. Speed is key
5. It is not your website : it is your user’s
4. Accept to unlearn most of the things you know
3. Enforce interaction between the magazine and the web
2. Don’t let magazine people do the website
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PSYCHOLOGIES’ EXPANSION ON THE WEB
Magazine websites vs pure players
Our brand is our asset