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Le Parisien.fr, Saint Ouen (SNC Le Parisien Libéré, France). |
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Project name |
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LeParisien.fr is the online match of the newspaper Le Parisien, created in 1944 and one of the 4 main national french press titles. It has an audience of 8 millions unique visitors.
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General Publication Info |
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Le Parisien aims to deliver a complete panorama of the day's news and to make it understandable to everyone. Its motto is to be popular, not populist. It covers various topics such as politics, economy, high-tech, sports etc.
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Implementation |
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Le Parisien's website is clearly oriented toward interaction with its users and readers. It attempts to become leader in its sector of personalized, local information.
This was illustrated recently with some of the improvements brought to the website.
First, the "social reader" lanched in may adds prescriptive and sharing abilities (see our “best use of facebook by a newspaper” file for more information); in cooperation with Facebook, it highlights what people around you care about, like to read, and have to say about the latest news. It also brings to you local news, forecast, and more local-based services. It is completely free and explicitly customizable, so it doesn't turn into an annoying source of spam on the social network. Giving users control of what they publish is one of the main goals we tried to archive.
Second, the brand new version of the website application increases these aspects. Its almost universally available (for it supports iOS, Android, Bada, Nokia, WebOS and Windows Phone), and it brings new ways to interact with the newspaper's content: through sideshows, interactive maps, e-reader, or customized homepage (organized by dedicated feeds). It also replicates the premium-user experience as seen on the web, delivering exclusive content to those who are logged in.
Another way to engage the community is to cover events live, directly from the homepage, so journalists and their readers can interact and build information together: this forms part of the title's history, that has a long-established tradition of events called "face the readers" (casual debate with politicians, stars and readers about a news topic, organized and structured by the editorial staff – for example, this week with Tony Parker). These events were recently completed with a great interactive news tool, “Scribblelive”, that allows journalists and readers to comment and react live. Le Parisien's website also encourages readers to share their own stories and to cover events they may attend to: a whole section, called “You”, is dedicated to the content they produce and promote this way, and contributions (texts, photos or videos) such as testimonials, breaking news, photos of events, are frequently used back on the print newspaper, side by side with the newsroom’s content. People are also frequently welcome to give their opinions and produce critics of the content displayed on the website: comments are opened to everyone and moderated a posteriori, so that not only registered or premium users can be part of the conversation. The general idea is to give people a real space to express themselves and be read by the whole community.
Finally, competitions and games are frequently organized, that give access to cultural events (such as concerts, exhibitions etc.) or encourage community-building. For example, a photo shoot was recently built up, that encouraged people to take fun photos of themselves with the newspaper in their hand, to win a visit of the newsroom in Paris. Encouraging people to interact is also made possible by prizes for most active users, such as free tickets for football matches.
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Project results |
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The new mobile app quickly provoked a major pick of frequentation on the website: on iOS specifically, page views increased by 227% in 3 months, and unique visitors by 128% (according to XITI analysis). This lead many visitors to the website itself, whose page view/visitors ratio rose up to 4,11 (vs 3,55 in march) in may. In the end of the month, the application had reached the amount of 3 millions download (Mediametrie Mobile, april 2012). At that time, Le Parisien.fr is the only french media that delivers so much different ways to interact simply and intuitively with its content.
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Additional comments |
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LINKS |
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http://facebook.com/leparisien
Official Facebook page
http://www.leparisien.fr/facebook/
Social reader presentation
http://you.leparisien.fr/
Social plateform « You »
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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