CASE STUDY : LE MONDE
Le Monde is the most widely read paid national daily newspaper in France (2.42 million readers in 2016) and the second largest in terms of number of copies sold (288,145 copies per issue in 2018). In its online version, the editorial team remains highly committed to the quality of content and respect for audiences.
It also needs to be able to differentiate itself from other titles, take advantage of the opportunities offered by digital while meeting the multiple challenges shared by all players in the online press:
- strong competition between the different actors on the coverage of a topic of current interest, timing is one of the keys to differentiation
- push optimisation to enhance content
- restore visibility on ad blocker users in its web analytics
Based on audience data, Le Monde teams can react quickly by reporting high-potential articles on their home page (which remains a powerful audience generation lever) or on other unused levers (social networks, notification, etc.). This observation led the editorial staff to gradually switch from a publication mode based on the flow of information to a logic of publication based on the opportunities.
Each content is published at the most appropriate time, with the following benefits:
- +15% more engine traffic on cinema content thanks to better broadcast timing
- +12% increase in traffic since the pushes between 2018 and 2019
- between 5% and 15% of blocked traffic recovered thanks to AT Internet
WINNING THE DATA GAME
Digital analytics tactics for media groups
In today’s attention economy, media organisations must fight to survive under the crushing weight of the dominant platforms. Digital analytics data is the key: it holds vital insights into your audience, content, monetisation and retention, and empowers you to optimise results in each of these areas. When accessed and used effectively across your organisation, digital analytics data can generate exponential value and unlock new opportunities.