Change of strategy for 20 Minutes. Between internal restructuring, economic difficulties and a new editorial project, the media is trying to reinvent itself with an all-digital offering by focusing on brand content.
This year, the start of the school year was without free newspapers in train or metro stations. Announced last spring, 20 Minutes has ceased publication since July. This was an opportunity for the media to make a 100% digital shift focused on video and the strengthening of content creation for brands. A strategy implemented through a partnership with the 366 agency, which usually works with the regional daily press.
This new editorial project is linked to a job protection plan initiated last March “which is currently being approved”, specifies Gilles Durand, a journalist with the editorial staff for thirteen years and an elected SNJ-CGT union representative. A plan that results in the elimination of 56 positions, while the company has 175 employees. “For the moment, we have 81 journalists, when the restriction is effective there will be 65”, specifies this Wednesday, September 11 Ronan Dubois, general director of 20 Minutes on the occasion of the media’s back-to-school press conference, who announces from the outset: “We will not discuss the financial figures.”
New narrative formats to rejuvenate the audience
20 Minutes is nevertheless keen to reassure its teams thanks to its editorial reorientation dedicated to digital and 20 minutes TV. Objective: increase audiences and strengthen advertising performance. “We are keeping our DNA, that is to say that news from an informative, spicy and useful angle remains at the heart of our proposition”, describes Fanny Annoot-Oualia, editorial director, recalling that the site accumulates 16 million unique visitors to its site each month.
The novelty lies elsewhere: the media will strengthen its service and entertainment dimension by becoming “a daily companion”. To do this, it is particularly focusing on the video format. “The idea is to create a convergence of content between all platforms”, specifies the editorial director, by increasing the content of […]
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- challenges.fr
