L’Express : en 2025, cap sur la diversification !

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COM</a></li></ul> </div> <div class="topics lg:flex-shrink-0 mr-3 mb-2 md:mb-0"> <ul class="flex flex-wrap space-x-2"> <li> <a class="topic-name" href="https://www.influencia.net/topic/media/" > MEDIA </a> </li> </ul> </div> </div> <div class="tags-list mb-2 relative z-[2]"> <ul class="flex flex-wrap items-center"> <li class="mb-2"> <a class="tag-name mr-3 py-1 px-2 text-gray-100 border border-gray-100 bg-white" href="https://www.influencia.net/tag/lexpress/" > L'Express </a> </li> <li class="mb-2"> <a class="tag-name mr-3 py-1 px-2 text-gray-100 border border-gray-100 bg-white" href="https://www.influencia.net/tag/marque-media/" > MARQUE MEDIA </a> </li> <li class="mb-2"> <a class="tag-name mr-3 py-1 px-2 text-gray-100 border border-gray-100 bg-white" href="https://www.influencia.net/tag/presse-magazine/" > Presse magazine </a> </li> </ul> </div> <div class="hidden lg:block lg:absolute z-[0] left-0 top-[8px] w-full"> <div class="w-full topic flex justify-between items-center relative h-[21px] lg:h-[27px]"> <hr class="w-full absolute z-0 inset-y-1/2 border-gray-300" /> </div> </div> </div> <div class="publication-infos flex items-center"> <p class="date text-gray-100 mr-6 lg:mr-12"> 21 novembre 2024 </p> <p class="reading-time flex items-center"> <svg width="18" height="18" role="img" class="mr-2"> <use xlink:href="https://www.influencia.net/app/themes/hello-novius/static/dist/images/svg-defs.svg#icon-clock"></use> </svg> Temps de lecture : 3 min </p> </div> <h1 class="my-6 font-title text-3xl xl:text-[2.4rem]"> L’Express : en 2025, cap sur la diversification ! </h1> <div class="chapo text-tiny text-xl font-light"> L’Express, qui est revenu à l’équilibre en 2024, passe à une nouvelle étape de son développement en accélérant sur ses activités de diversification, à travers son activité de salons virtuels et via une édition « Europe », qui doit voir le jour avant fin 2025. </div> <div class="socials-container my-6"> <a 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id="infeed_ad"></div> <p class="mb-4">« Step by step », <strong>Alain Weill</strong> construit le <a href="https://www.influencia.net/alain-weill-les-70-ans-de-lexpress-marquent-le-retour-a-la-croissance-et-a-la-rentabilite-il-faut-continuer-a-innover/">développement du <strong>groupe L’Express</strong></a> qu’il a racheté en 2019. Alors que 2024 marque le retour à l’équilibre de l’activité historique avec 25 M€ de chiffre d’affaires (hors diversifications) et 80 000 abonnés<em>, </em>l’homme de médias travaille sur de nouveaux relais de croissance. À plus forte raison depuis que son projet <strong><a href="https://www.influencia.net/alain-weill-veut-tripler-le-ca-de-lexpress-avec-une-chaine-tnt-lexpress-tv/">L’Express TV</a></strong> n’a pas été retenu en juillet 2024 par l’Arcom dans le cadre de l’appel à candidatures lancé sur la TNT gratuite. Les nouveaux projets tiennent en grande partie à son analyse du marché de la presse : <em>« Le secteur de l’information est devenu un monde sans limite, qui s’internationalise grâce à l’IA. Face à cette concurrence insurmontable, la transformation est un sujet important mais la diversification est indispensable. Elle est même vitale pour nous comme pour l’ensemble de la presse »</em>, a-t-il assuré mercredi 20 novembre 2024 lors d’un point presse. En 2026, la diversification a d’ailleurs vocation à représenter <em>« plus de 50 % du chiffre d’affaires de l’entreprise »</em>. </p> <h2 class="text-2xl font-title font-light mb-4" class="wp-block-heading">Une édition L’Express Europe à venir</h2> <p class="mb-4">Afin d’y parvenir, trois projets prioritaires ont été retenus. Le groupe souhaite lancer au deuxième semestre de 2025 une édition européenne de L’Express, un site payant sur abonnement qui permettra à la marque d’être présente sur les 27 pays et dans les 24 langues de l’Union européenne.<em> « Sur notre cible restreinte des leaders d’opinion, il est plus facile de recruter de 2000 à 5000 abonnés dans chaque pays européen que 100 000 en France. Comme les Américains, on doit avoir accès à l’Europe qui est un marché immense. Nous n’y sommes pas encore présents alors que nos concurrents vont venir en France »</em>, a-t-il noté. </p> <p class="mb-4">Si la ligne éditoriale est encore en cours de construction, 30 % du contenu de <strong>L’Express Europe</strong> pourrait provenir de la rédaction. Le reste le sera en ayant recours à des journalistes des différents pays européens. Pour rendre ces contenus accessibles dans les différents pays, le groupe aura évidemment recours à l’IA, évidemment pour la traduction, mais aussi pour la sélection des papiers, l’exposition des articles… Dans ce groupe dirigé par un <a href="https://www.influencia.net/information-gratuite-et-technologie-un-cocktail-potentiellement-gagnant/">patron féru de technologies appliquées aux médias</a>, tous les journalistes de la rédaction ont déjà été formés à l’IA, une technologie pour laquelle le groupe s’adjoint « les meilleures solutions du marché » pour les besoins de sa rédaction comme pour ses autres activités de diversification.</p> <h2 class="text-2xl font-title font-light mb-4" class="wp-block-heading">Un développement prometteur pour les salons virtuels</h2> <p class="mb-4">L’Europe est aussi un levier de croissance pour l’activité de salons virtuels thématiques, développée depuis le rachat début 2023 de la start-up lyonnaise <strong>What The Franchise</strong> et désormais déployée par <strong><a href="https://lexpress-connect.com/">L’Express Connect</a></strong>. <em>« Il ne faut pas s’emballer mais, avec cette activité, on tient une pépite. On y consacre du temps et des moyens »</em>, a fait valoir Alain Weill. Pour le moment, ce modèle de salons en ligne, qui propose une connexion entre des exposants « abonnés » et des visiteurs qualifiés, des événements et une partie de média professionnel, affiche en effet une belle croissance. Cette activité a vu son chiffre d’affaires passer de 700 000 € la première année à 3 M€ de « revenus annuels récurrents » (ARR) en 2024. L’objectif a été fixé à 30 M€ de ARR en 2026 et à 100 000 exposants BtoB abonnés pour 2029. Ils étaient 300 en 2024, avec un taux de renouvellement de 90 %.</p> <p class="mb-4">Déjà exploité sur deux thématiques – la <strong>franchise </strong>depuis mai 2022 et l’<strong>éducation </strong>depuis novembre 2024 – les e-salons se lanceront sur l’<strong>emploi</strong> fin 2025 ou début 2026. Le modèle amorcera lui aussi son déploiement international, en commençant par l’Europe et l’Espagne dès 2025 avec L’Express Franchise. Sur cette activité aussi, l’IA est centrale, notamment pour apporter « les bons leads » aux exposants. Selon les chiffres communiqués par les dirigeants de L’Express Connect, le dernier e-salon de la franchise a réuni 30 000 personnes et chaque dirigeant a pitché devant « 500 personnes aux profils qualifiés ».</p> <h2 class="text-2xl font-title font-light mb-4" class="wp-block-heading">« Le print reste une priorité »</h2> <p class="mb-4">L’événementiel est le troisième pilier de la stratégie de diversification de L’Express avec, là aussi, la ferme intention d’accélérer en 2025 pour arriver à une dizaine d’événements autour de différentes thématiques : les entreprises familiales, la tech, le climat, les associations, les collectivités locales, la science et la santé, le commerce, l’éducation, l’emploi et le management… Sans oublier le format de « grand colloque », comme cela avait été le cas au moment des 70 ans de L’Express en 2023.</p> <p class="mb-4">Si la diversification vise à contrer les difficultés que traverse la presse payante avec « de moins en moins de gens prêts à payer pour s’informer », « le journal restera toujours une priorité », assure Alain Weill. Le titre, qui affiche une diffusion France payée de 139 652 exemplaires (source ACPM, DSH 2023-2024), est aujourd’hui positionné sur une cible assez restreinte de décideurs et de leaders d’opinion, prêts à suivre l’augmentation de prix de vente de l’hebdomadaire (désormais à 6,90 €). Il revendique d’ailleurs de <a href="https://www.lexpress.fr/lexpress-studio/">belles performances d’audience</a> avec notamment 1,2 million de lecteurs dernière période pour le magazine (+6 %), selon l’étude <strong>OneNext </strong>(2024 S2), 6,6 millions de lecteurs et visiteurs uniques chaque mois (<strong>One Next Global</strong> 2024 S1) et un record sur les <a href="https://www.influencia.net/quelles-sont-les-marques-de-presse-privilegiees-par-la-cible-influence/">leaders d’opinion </a>(+12 % à 135 000). <em>« <a href="https://www.influencia.net/presse-contenus-et-publicite-generent-des-scores-eleves-dattention/">Le pari de l’intelligence fonctionne sur cette cible</a> »</em>, s’est félicité <strong>Eric Chol</strong>, directeur de la rédaction de L’Express depuis 2019.</p> </div> </div> <div id="post_iframe"></div> <div id="poool-widget"></div> <div class="reading-container author flex items-center mt-10"> <div class="image mr-3"> <img 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