The journal Liberation and the young French readership

Résumé du document

Liberation is a daily newspaper first created in 1978 by J.P. Sartre. Originally at the extreme left wing of the French political scheme but through the decades it has shifted to a more leftist, labor-style orientation. The paper has been facing financing issues that have been undermining its original motivations and ideology: being the left-hand daily newspaper in France, free from advertising and independent from shareholders. Libé is currently loosing money and readership. Its directing team-shareholders and paper director-has been revolving for some years. Since 2007 under the control of E. de Rothschild, Libération is expecting to enjoy a new stability and to experience a new success thanks to innovative changes. Yet, it also has to face competition from free daily press and lately redesigned other French broadsheets such as Le Monde, Le Figaro or La Tribune.

Extraits

[...] The interviewees also evoked their feeling about the of images”. That is, there are too many pictures that are not necessarily helping the understanding of the core information, but rather blurring it. Pictures must help the information, not hide it. Marketing is scorned. When people buy their daily paper, they do not care about getting a DVD, or a special offer, even less if they have to pay more for it than the usual price. The interviewees said they were expecting Libération not to become a gossip or shallow paper, but to keep pace with its long tradition of proximity with the French people, to avoid stigmatizing the Rich or the Poor. [...]

[...] •Research methodology: Interview of press managers in Libération Analysis of secondary data Focus-group Street structured-questionnaires Interview of a kiosk manager in the Quartier Latin. Questions: How come that Libé is currently losing young readers? How should Libé treat its young readership (16-25 years old)? What do the young actually think of Libé? Which political orientation do they give to Libé? What are the broadsheets/ magazines young people read? What appeal them more than reading the news every day/ every week? [...]

[...] Some readers seem to be disappointed by the lack of positioning in terms of political spectrum and blame Libération for only staying in an old and historical dichotomy: right vs left party. Recommendations & ideas Having spent almost 5 months working on Libération and on this Marketing Field Study, we wanted last to address to Libération's staff who will read this stuff. Here are a few advice and recommendations we- both as youngsters and business students- wanted to give them. Organize more interactions with readership. Aim: show that the newspaper needs its readership and likes it, get interested in what they think, want, deserve. [...]

[...] Is Libération ready to get more on the verge modernity? This can imply to modify several points: changing the selling and distribution strategy, giving a new image to the paper, trying to show to the rising left movement that Liberation is still the voice of the nonconformist, and redesign the image that people have of the old institution. There is a major lack of consideration on what young people expect from a newspaper, what their expectations in terms of analysed topics, point of view and even vocabulary are. [...]

[...] What could Libération possibly do to appeal to more young readers? What do young readers expect from a daily newspaper? Context Pay particular attention to the time period of the French presidential pre- campaign and campaign. Sample of SPSS: 80 people. Index Executive summary Intro Presentation of Libération Presentation of our Marketing Field Study •Background of our Marketing Field Research Project •Research of problem methodology Research design Results SPPS: Statistical analysis •Graphs •Analysis Interviews of a newspaper kiosk keeper Focus group synthesis Conclusion of field study Recommendations and Ideas •Thanks Prsentation of journal liberation Company: Journal Libération Presentation Libération is a daily newspaper first created in 1978 by J.P. [...]