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Continuous observation
of the market...
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The objective is to foresee
any important change in the Group's business environment.
Prisma Presse specialists : |
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– carefully study
of current market magazines and new titles creations,
– look at each market segment (e.g. women's,
TV, people, economic and other magazines) in terms of
circulation, advertising and annual sales.
– examine reader behavior.
Being a part of a global group like Gruner + Jahr
also makes it possible to compare markets between different
countries, better targeting of promising niche markets
and adapting certain titles from one country to another,
according to the particular characteristics of each country's
readers, the competition, prices, etc. |
|
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... sparks a journalistic
idea.
|
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| This idea will guide and determine
magazine creation. A concept is developed that will be
maintained throughout the magazine's life so as not to
confuse the reader. |
|
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A well-organized
team is set up...
|
|
 All
members of editorial staff are empowered and committed |
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– All journalists are considered
to be editors in chief in their area of speciality, and
have their say concerning the selection of subjects, how
they are dealt with, page layout, etc. Everyone is therefore
involved in magazine creation.
– From writing, to photography, to artistic creation,
to final layout, teamwork is essential every step of the
way. |
|
| Journalists
are also managers |
|
– The editor, who
is often also a journalist, is the actual manager of his
or her magazine or magazines. He or she is therefore responsible
for editorial policy, strategy and the bottom line.
– The editor in chief, supported by one or
more assistants, is involved in all decisions concerning
the magazine's sales policy, including distribution, advertising,
and budget.
– The art director supervises the magazine's
layout, since he is responsible for the magazine's image. |
|
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... with the common
objective of offering consumers quality magazines.
|
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| Informative,
rich and surprising content |
|
Quality is the main priority
of Prisma Presse. Its policy is to provide rich, high-quality
content to win the loyalty of its readers.
Prisma Presse believes that information is more important
than commentary, and that readers should be free to form
their own opinion.
Articles are well written, sources are checked
and layouts are redone until they are perfect. The slightest
error is systematically corrected. |
|
| A
style that is catching on fast in the magazine press sector |
|
Prisma Presse has always adapted
its style to its market, and particularly to television
and multimedia competition. Articles are short and written
in a language that is precise and easy to understand,
covers are attractive, major subjects are broken down
into a set of components to facilitate « zap »
reading (with technical information boxes, practical information,
etc.). |
|
| The cohesion and harmony between
content and style is maximized, with text and visuals
forming an inseparable whole. |
|
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Once the magazine
is launched, the main priority is growth...
|
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| Constant
attention and adaptation to reader expectations |
|
Every Prisma Presse magazine
strives to keep in touch with its reader, in order to
better understand just what they are looking for :
– Letters to the Editor are carefully studied.
Prisma Press receives 6,000 letters a month for all of
its various titles, not counting game entries.
– Quality surveys to regularly monitor reader
opinions. |
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| The
ability to adapt and to accept criticism |
|
A title's survival and growth
depends on the ability of editorial staff to innovate.
New features are regularly added to each magazine. |
|
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... and defending
its independence.
|
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| Prisma Presse ensures its
independence with : |
|
– good earnings performance,
which enables investment,
– its shareholding structure, which is entirely
controlled by one of the world's largest communication
corporations (parent company Gruner + Jahr is itself a
part of the Bertelsmann group, which is held by two foundations).
Every business of this group is focused on the media sector,
including press, printing, publishing, radio, television,
multimedia etc. |
|
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Magazine distribution
|
|
| To
sell more than 280 million copies of its magazines each
year, Prisma Presse has developed a rigorous system
to ensure the distribution of its publications. Nothing
must prevent a reader from purchasing a Prisma Presse
magazine whenever and wherever they want. For this reason,
our distribution teams are constantly working to: |
|
– ensure that the French
points of sale are supplied on the day that our magazines
are published, and in adequate quantities,
– anticipate population movements (vacations, holidays),
forecast the impact of our covers, the influence
of promotional support and any other factors that may
affect sales,
– reinforce the sale of our publications by a full
gamut of marketing actions, using media as varied as TV
sponsoring, radio, billboards, newspapers and magazines,
and creative contests or precisely targeted external partnerships. |
|
| In
addition, subscriber recruitment relies only on the quality
and the added value of the group's magazines, rather than
gadgets given as gifts. The subscriber's faithfulness
to their favorite magazine is then reinforced by valorizing
their appreciation. |
|
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Advertising sales
|
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| Income
from advertising is an essential component of magazine
profitability and accounts. Without these revenues,
magazines would have to be sold at a much higher price.
Advertising thus makes it possible to reach more readers. |
|
| The
Advertising department's job is to provide the best possible
service to : |
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– readers : by ensuring
that advertisements fit in with the various magazine sections
as harmoniously as possible, and by making sure that professional
ethics and laws concerning such things as false advertising
are complied with.
– advertisers, advertising agencies and central
space buying groups: by providing them with all of the
information they need to make the best possible decision.
This includes detailed analyses of reader profiles for
each magazine (i.e. socioprofessional categories, consumption
patterns, etc.) and research on how magazines are read. |
|
| The Advertising department continuously
researches the information that will enable it to best
position its advertisements in accordance with reader
tastes and advertiser interests. |
|
| Advertising rate policy and
sales strategy are characterized by two main priorities
: offering a competitive price/quality ratio and ensuring
transparent and professional business dealings. |
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