Nov 14, 2006

The Guardian pose la question de l'avenir des quotidiens

Quel futur pour les quotidiens ? C'est la question qu'a posée le quotidien britannique The Guardian (ici en anglais) à une vingtaine de patrons de média en Grandre-Bretagne. Pas de révélations et des opinions parfois radicalement différentes. Morceaux choisis (et non traduits, sorry pas le temps) :

Piers Morgan, ancien rédac chef du Daily Mirror : gratuit et en ligne
"Every newspaper has a great future online. End of story. Within five years every newspaper will be free and they'll all be online. And if they're not, they should be. There will still be a presence in print but that will be for older readers and you will find that anybody under the age of 35 will only read newspapers online. It will be the newspapers who are the most dynamic online who win. Any newspaper editor or proprietor who believes they will escape this inevitable translation from newsprint to online will get buried. They are under a massive misapprehension. If newspapers do it right and invest now they will be successful and make lots of money. It's not the death of the paper. It's the morphing of the paper from a print version to online."

Alan Rusbridger, rédac chef du Guardian : Google prouve que l'on peut vendre beaucoup de pub en face du contenu
"I feel broadly optimistic. There are two important things to consider about revenue. One is that advertisers follow the audience. If you've got an awful lot of people in the demographic that advertisers want to reach using the web then advertisers will go there. The second thing is that Google has definitively demonstrated that there's an awful lot of money to be made from selling advertising against content and there's no point in complaining about Google, they've just been smarter than anybody else. […] As an editor I have to make sure that The Guardian is available in any form the consumer wants. In the average week we distribute The Guardian on eight or nine different platforms and one of those is print. There's nothing I can do if the trend is that people are moving away from print. Print is important and is where a lot of the revenue is. I don't think it's going to disappear overnight but I think you have to be alive to whether a lot of the energy around what you are producing is actually not in print."

Tim Bowdler, P-DG de Johnston Press : local et vidéo
"It's a question of grasping the opportunity that these new channels provide to make sure we remain the preeminent local media company. […] You can well see that developing with the inclusion of audiovisual advertisements. You can see how an audio visual channel delivered over broadband could become a part of our offering."

Jon Gisby, directeur Media Group, Yahoo! Europe : les jeunes cadres sont sur le net
"But my gut feel is that if I was an ambitious 21-year-old and had two job offers, one from traditional print and one was from online content or distribution, my guess would be that most people would take the online."

Stefano Hatfield, chef de la rubrique "news international" au London Paper : dialogue et gratuité
"It's less about us sitting in ivory towers and preaching at readers and more about a two-way communication with readers. It's not us pushing out our views to a grateful public in a didactic way, it's about building a community between the editorial of the paper and the readers. […] It's not that people won't read any more, you just have to create the right sort of thing for them to read. I think there will always be room for a paid-for product although more and more papers will go free."

Peter Hill, rédac chef du Daily Express : il n'y a rien de mieux que le journal papier
"Nothing has yet been created that's as easy to read as a newspaper, you can read it in bed, in the bath, in the kitchen, on the train."

Simon Kelner, rédac chef du Independent : l'info de qualité est encore sur le papier
"Newspapers have a tradition and authority that the online world cannot yet match; we cover news in more depth and breadth than the broadcast media; we have a voice, an attitude. In a world where everyone has a blog, there will be a premium on sober analysis, skilled editing, and authoritative comment."

Will Lewis, rédac chef du Daily Telegraph : print et web forment un cercle vertueux
"I'm absolutely convinced that it's a virtuous circle. That brilliant journalism during the day will drive people into wanting to have our brilliant journalism in the newspaper in the morning. […] Don't fall off your chair, but brilliant journalism wins on the web. […] We absolutely think it's possible to produce two fantastic newspapers and at the same time a raft of digital products and services."

Andrew Marr, Broadcaster : le web ne peut pas produire la qualité du print
"I don't see anyone on the internet with the financial resources to start to recruit, never mind train, frontline, investigative, serious reporting journalists."

John Ryley, directeur de Sky News : nous sommes à un tournant
"Do they have a future, yes I think they do. But I'm about to catch a train from Washington to New York, it's 7.40am, there are 30 people waiting to catch the train, and half of them are either on BlackBerries or mobile phones. Two of them are reading newspapers and that's it. A Financial Times and a Washington Post. Both the readers are in their late forties. That for me is quite a symbolic illustration of the future. "

John Humphrys, présenteur de "Today" : le mythe des blogs va exploser
"[…] I loathe reading newspapers online and I love picking up a newspaper and reading it. I refuse to believe I'm alone. I've got kids who like newspapers and don't like reading stuff online and they are in their thirties. And sooner or later we will explode the blog myth. The idea that you can click on to a few dozen blogs and find out what's going on in the world is nonsense. It's fun but that's all it is."

Et vous, vous en dites quoi ?
(via : Buzzmachine)

2 comments:

  1. On peut évidemment se satisfaire de saluer les plus optimistes et critiquer les surréalistes défenseurs du papier. On peut aussi se dire que la question n'est pas celle du support mais d'être capable de suivre le lecteur là où il est.
    Mais je trouve qu'il y a au moins deux intervenant dont les remarques méritent réflexion:
    Le dernier John Humphrys qui rappelle (en gros) qu'une expérience de lecture satisfaisante se marie mal avec la nécessité de piocher l'information sur une multitude de sources.

    Un peu au dessus Andrew Marr qui glisse très justement qu'il ne voit personne capable de financer (en ligne) un journalisme exigeant et de l'investigation longue.

    Une façon de dire que la presse en ligne peut exister mais rien ne dit qu'on pourra conserver la même exigeance de qualité.

    Je n'ai pas d'avis tranché sur la question mais je pense que ces points ne peuvent être évacuer facilement

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  2. A part Peter Hill qui se contente du papier, ils ont tous une idée assez juste de l'avenir: En ligne, gratuit, local, vidéo, dialogue...

    Comme John Humphrys, je pense que les blogs (un peu à l'instar des pages perso à son époque) vont plutôt se limiter avec la montée en puissance de blogs d'expert. Je vois mal comment « la bloggeuse de 14 ans » qui n’a pas d’audience pourra continuer à terme à produire sur la toile.

    En fait, la convergence nécessaire, à comme cheval de bataille, les revenus que peut s'offrir un quotidien.
    Il est clair que personne à la bonne réponse. En tout cas, les quotidiens misent beaucoup sur leurs régies publicitaires pour apporter le financement de leur mutation à défaut de s ‘appuyer sur des ventes florissantes.
    Or les régies doivent diversifier leur offre média afin d’apporter aux clients une complémentarité média (Augmentation de la pénétration et nouvelles cibles).

    Quid sur les choix des médias à apporter dans l’offre : média Internet, média tactique, PGI, radio, TV local, Téléphonie ?

    Quid sur les taux de régie accordés sachant que c’est le nerf de la guerre pour permettre aux régie de faire leur révolution, et donc d’apporter de nouveaux financements aux titre de presse.

    Pardon, j’ai un peu dévié du sujet initial.

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