Download - De Saint Simon Psychologies.Com
2
PSYCHOLOGIES’ EXPANSION ON THE WEB
Summary
Why psychologies.com is a success
Why we need to move further
Personnal thoughts about the web
Key elements on Psychologies magazine
3
PSYCHOLOGIES’ EXPANSION ON THE WEB
Created in 1970 and re-launched in 1998
A magazine devoted to helping its readers live a better life, in their relationships (couple, family, children), with their body and their mind
Read by upscale, well-educated, urban women in their 35/40 years
Key elements on Psychologies
4
PSYCHOLOGIES’ EXPANSION ON THE WEB
0
50 000
100 000
150 000
200 000
250 000
300 000
350 000
400 000
1 2 3 4 5 6 7 8 9
0
2 000
4 000
6 000
8 000
10 000
12 000
14 000
circulation
Ad revenue
360 000
13,5 M€
Copies Ad sales (000 €)
The french success of the last decade
5
PSYCHOLOGIES’ EXPANSION ON THE WEB
SPAIN Feb 05 - 180 000 c.
CHINA Sept 06UK Sept 05 - 120 000 c. RUSSIA Dec 05 - 120 000 c.
ITALY Nov 04 - 120 000 c. BELGIUM March 05 - 15 000 c.
Already in 7 countries
6
PSYCHOLOGIES’ EXPANSION ON THE WEB
Created end of 2000
Team of 9
A website with its own personality;not a me-too
Provides a complement of the magazine
What was
7
PSYCHOLOGIES’ EXPANSION ON THE WEB
1. TESTS 130 topics
4M pages viewed
Most popular sections
8
PSYCHOLOGIES’ EXPANSION ON THE WEB
2. FORUMS3M pages viewed
65 discussions
100 000 messages/month
Most popular sections
9
PSYCHOLOGIES’ EXPANSION ON THE WEB
3. BLOGS0,4M pages viewed
Most popular sections
10
PSYCHOLOGIES’ EXPANSION ON THE WEB
…and 25 other sections
Most popular sections
etc.
11
PSYCHOLOGIES’ EXPANSION ON THE WEB
What the web has brought to us
Brand and circulation boost
Editorial help
Marketing tools : research, panel
Contact with 20 000 people / day
Internet learning curve
12
PSYCHOLOGIES’ EXPANSION ON THE WEB
13 million pages viewed - 700 000 unique visitorsThe leading website amongst women’s magazines
1 million euros income
Break even budget 2006
• Classified Ads 250K
• Subscritions to the magazine - Paying personality tests - Dating - Affiliation…
• Advertising 700K
Our performances
13
PSYCHOLOGIES’ EXPANSION ON THE WEB
Ratings too small for the ad market
Pure player competitors remain a potential threat
Offer too rich for just one website
Still a content driven website
Need to develop a new business beyond magazines
Why it isn’t enough yet
14
PSYCHOLOGIES’ EXPANSION ON THE WEB
From one magazine website to a network of pure player websites
Boost what works best (tests, community) and spread our expertise with dedicated sites
Broaden Psychologies target and age group
Where we are heading
15
PSYCHOLOGIES’ EXPANSION ON THE WEB
Around , the better living portal :
Our next developments yet
our 15-25 website, to create loyalty with the new generation
personality tests, self help tools, self evaluation tips
to learn and talk even more about sex
forums, contents and a certified therapist’s search engine
And more channels to come
Mypsycho.com : a virtual social network built around valuable life experiences. Crossroad to all our websites.
16
PSYCHOLOGIES’ EXPANSION ON THE WEB
Yrs 1995 : Companion websites
Yrs 2000 : Complement websites
Now : System of websites linked to a magazine
Next step? Pure player strategies (buy, launch)
Magazine publishers strategies
17
PSYCHOLOGIES’ EXPANSION ON THE WEB
« Je t’aime, moi non plus »
A publisher struggling with the web
18
PSYCHOLOGIES’ EXPANSION ON THE WEB
1. Management has to commit himself
9. No, your website will not kill your magazine
8. Yes, it does cost money
7. Launch quietly : don’t waste money on promotion
6. Speed is key
5. It is not your website : it is your user’s
4. Accept to unlearn most of the things you know
3. Enforce interaction between the magazine and the web
2. Don’t let magazine people do the website
19
PSYCHOLOGIES’ EXPANSION ON THE WEB
Magazine websites vs pure players
Our brand is our asset