In a rapidly changing media sector, Horizon Press has focused its strategy on innovation, content diversification and proximity to its audience. Through a multi-channel presence, the group intends to meet the expectations of an increasingly connected and demanding public in terms of quality. In this interview, Hicham Bennani, CEO of the group in charge of the editorial division, discusses Horizon Press’s ambitions for the next five years, his vision of synergies between media and advertising in Morocco, as well as the fundamental values that guide its strategic choices.
What are Horizon Press’s main growth objectives for the next five years?
I will answer on a purely editorial level. Horizon Press’s objectives are focused on innovation and diversification of content. Given the evolution of technologies and new reader habits, we have a duty to strengthen our digital presence. We are therefore going to diversify and improve online information.
You are going to tell me, of course: is print set to die? The answer is no. The paper newspaper will still be there in five years. I believe that we will never be able to do without reading paper, although it is reserved for an informed public. ECO Inspirations is premium content that digital cannot replace. It is therefore essential to sit comfortably in an armchair to read it at peace. This has nothing to do with the “quick news” that we read on our smartphone.
What is important is the complementarity of our supports. We also plan to develop more interactive and multimedia formats. We are also looking to intensify our brand content and events activities; complementary areas that create beneficial synergies for our partners and advertisers. The final objective remains to consolidate our position among the information leaders in Morocco, by innovating and meeting public expectations. There will therefore be some nice surprises from 2025.
How does Horizon Press adapt its strategy to meet the evolving needs of the Moroccan market while anticipating the trends and expectations of local economic players?
Horizon Press’ strategy is based on understanding the dynamics of the Moroccan market and the expectations of its economic players. Since the birth of the Info Site in 2016, our concern has always been to adapt to emerging trends. The popularity of the Info Site comes from the fact that it is aimed at all Moroccans and that it covers everything that interests Moroccans from near or far. We have gradually strengthened our audiovisual unit in order to be stronger on videos. Same thing for social networks where it is essential to be very present to reach a large audience.
The group has recently integrated new media and strengthened its multi-channel model. How do you perceive the evolution of this complementarity between media?
The complementarity between our media is an incredible asset that allows us to maximize our impact and reach diverse audience segments. By integrating several media and platforms, Horizon Press diversifies its content and adapts it to the specificities of each medium.
For example, the newspaper Les Inspirations ÉCO provides in-depth economic analysis, while L’infomediaire offers more concise information that lands directly in the mailboxes of decision-makers and business leaders. They are similar targets, but the way information is presented to them is different.
The Info Site in French is aimed at a much wider audience, while the Arabic-speaking version has a different target with specific information processing. The same goes for Le Site info Sport (Arabic-speaking audience mainly male) or Ghalia (public mainly female and info people) which have a readership of their own. Each platform is optimized to meet the expectations of its readership while contributing to the overall visibility of Horizon Press.
What core values influence Horizon Press’s strategic editorial decisions today?
Transparency and impartiality are essential in an information-saturated media landscape. We attach paramount importance to providing balanced, factual and impartial information. This is the message I give to all journalists. Also, it is essential to respect the reader, but also to respect our media environment. This means that information must always be verified and that you should never take information from a colleague without quoting them. This is a basic rule, but it is essential to remember it on a daily basis. Because without these values, it is impossible to go far.
How does the group plan to meet the expectations of an increasingly connected and demanding audience in terms of quality and relevance of information?
To meet the demands of our connected audience, Horizon Press must constantly innovate. We adapt our newspaper formats to offer specialized and segmented information, with in-depth economic reports and thematic publications addressing subjects such as the business climate, green finance, and investment opportunities. This content is relayed through video capsules on digital, which allows it to be “brought to life” for longer and to be much more visible. Regarding digital media, it is essential to offer the best possible browsing experience to readers, otherwise they will not come back.
Initiatives, such as Le Cercle des ECO, seem to encourage interaction with the community. What feedback have you received from these initiatives?
The ECO Circle was designed as a platform for inclusive dialogue, and the feedback demonstrates unprecedented success. Our events are seen as relevant spaces where experts and decision-makers can freely exchange and debate on crucial subjects for Morocco, in a structured and professional framework. This meeting offers economic players a space for discussion on important themes. There is also The Guest of ECO, a show where we had the honor of welcoming important personalities like Ryad Mezzour, Fatim Zahra Ammor, Adil Douiri, Tarik Senhaji, Hamid Bentahar, Karim Achengli and many others…
What is your opinion on the current evolution of the media and advertising market in Morocco? How do you see the possible interactions and synergies between the players in the two branches?
The media and advertising market in Morocco is changing, and synergies between these two sectors are essential to meet future challenges. We are seeing a growing demand for integrated communications campaigns, where media content and advertising strategies align. Brand content solutions are an example of this.
Horizon Press offers advertising players innovative formats and campaigns that meet consumers’ expectations in terms of responsibility and ethics. But it is also essential to put things into perspective and to know, when necessary, put aside the advertising aspect to do your job as a journalist. The difficulty is that the advertising aspect does not impact the editorial content. This is the challenge of a successful synergy between the two.
Editorial / ECO Inspirations
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