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New appointment very ... female!

2009 has been decidedly very complicated one year. The press has lost advertisers and buyers, but some readers, according to results EMPA / EPIQ of AudiPresse. The magazine as a whole has lost 4.3% of its readers (48.7 million French people read a magazine every month) compared to the 2008 survey wave of ... And yet ...

Lagardere launches a new concept yet: Be the first global media brand 360 ° for young thirtysomethings. Be includes a magazine, web radio, mobile media, TV shows and movies. The site be.com has 400 000 visitors a target of 700,000 unique visitors in late 2010. The magazine is a weekly upmarket and stylish built around four sections: News, Fashion, Beauty, Psycho / Sexo. The objective of dissemination is 160 000.

It is positioned as a competitor of Envy, which has exceeded its targets of 25% with an average of 250,000 copies on the first 3 numbers. Brand envy also continues its development on new media. After envy.fr and a mobile application on iPhone specific, Envy was the first media brand to offer its readers the innovative concept of augmented reality on mobile. An innovation that enables going from one medium to another, and provides access many exclusives. The principle: the reader takes a picture with his mobile coverage of the magazine and be guided. The mobinaute then accesses all the advantages to win gifts, coupons, surprises ...

In 2009, auFeminin.com posted a turnover of € 28.8 million, up 17% over the year. In France, the Group has developed new features, including application iphone sites and Marmiton auFeminin and the mobile version of Smartadserver. Through the partnership agreement signed with Metro, many cats are put up each month and announced on auFeminin.com and the pages of the newspaper Metro. Customers will be able to chat with personalities from all walks of life, as last December to head culinary Flora Mikula or writer Marc Levy.

Badiliz Generali and conducted a survey of users of the site badiliz.fr to identify the uses of the Internet in the daily lives of women. 93% of working women, urban, less than 50 years reported having made at least one purchase via the Internet, or close to it. They consider this medium as a facilitator of their daily lives, and highlight the fact to make their purchases when they wish (53%), time savings (49%) and savings generated (43%). The products most purchased online are clothes and accessories (65%), travel (28%) and creative leisure products (20%).

67% of women watching their current account at least once a week on the website of their bank, and 69% of them consult their entire savings on the website of their bank and / or their insurer. Beyond mere consultation, the majority of them say now transact online. The mobile phone has become an essential accessory that allows them to achieve acts online when they want, wherever they want. Thus, 55% of women with a smartphone download applications to assist them in managing their savings.

To meet these new trends, Generali is the first insurer to launch a dedicated application: Igeneral. This application allows investors to track real-time evolution of their savings and gives access to the retail value and performance of the funds subscribed, historical and graphical support. The investor may also enter when he wants direct contact with his personal advisor, by email, phone call or SMS.

Pokemon Wallpaper Rare

Interview with Laurence Ardouin, Editorial Director of Tribal Nova

Me: "Can you introduce Tribal Nova?"

Laurence Ardouin: "Tribal Nova develops and operates a wide range of virtual worlds (preschool and pre-teens). We have extensive experience in virtual worlds and we are very interested in the general market trend, both in Europe North America. "

Me: "Can you tell us a few lines the essential differences that we note between a preschool and a virtual online world for teens (or pre-teens)?"
Laurence Ardouin
:
· "A virtual preschool focuses on a first'immersion experience, coaching in this discovery by a character and a host of offers games, mostly educational.
· A teen universe based on the use of an avatar as well as functions for communication, socialization and personalization very present. Elements of quests, multiplayer games, scores and rankings can be added as the characteristics of the target.
· The universe tweens can take many forms intermediate (Among our products, this can range from education, as Bayardkids 7-12 years at most playful as Woozworld .

Me: "Is this the key educational to attract more young people ... and especially moms? "

Laurence Ardouin:" The answer varies depending on the target and Tribal Nova and adapts its products according to the expectations of each:
· The preschool love of discovery under all their forms. Parents value to offer them a rich source of exploration and interactivity to see master gradually tool.
• For tweens, an aspect of education may be perceived negatively and encourage them to move away from the game The game learning the world around them, coupled with the notion of challenge, competition or personal achievement is a best way to combine education and pleasure.
· The teens generally want to express themselves and build relationships. The educational aspect is of no concern anymore. "

Me:" Do you think that giving children the opportunity to play a role in a virtual world to socialize and to through their characters is the key to the success of virtual worlds? "

Laurence Ardouin:" The very large range of virtual worlds offer today is a too broad spectrum of needs. Research conducted by D. Gauntlett and L. Jackson during the experience of Adventure Rock (http://news.bbc.co.uk/2/hi/technology/7415442.stm) has also a good segmentation profiles (explorers, social profiles, consumer ... ) and thus offer strategies tailored to each need. "

Me:" What kind of virtual world can we afford to spend marketing messages so they are perceived and attractive without being too present? "

Laurence Ardouin:
·" Teens are often faced with advertising, of course, accept commercial messages when they allow them to have free access certain products / features that would otherwise be paid (eg ourworld ).
· Parents of younger children or who want a more educational value, for cons, products devoid of advertising. "

Me:" What do you think virtual universes that manage to transform themselves into real products? Or actual products that point to a virtual world (including many toys)? The link with reality is it a guarantee of success? "

Laurence Ardouin:" This linkage can take many forms, with specific advantages for each. We must indeed distinguish:
· Products designed from their origin to life on two platforms ( Barbiegirls.com ; Webkinz.com ) to distinguish itself from existing competitors and offer the child an emotional connection and a constant reminder of the virtual offer.
· The products that offer an online extension (eg Bayardkids associated with print magazines), this supplement does make richer on their home market
· Products virtual decline then their existence in the physical world (eg Pixie Hollow Disney and bracelets) which allows the extension of virality notable gains.
· the most innovative forms of physical media for younger ( Facechipz.com ) can facilitate the transfer of information and ensure security in online social networks.
However, a repository less tangible, such as licenses well known television children present similar benefits without the risk inherent in the production and marketing (such as our virtual worlds education in the United States: PBS Kids Play Canada: Kids' CBC Wonder World ) "

Me:" The virtual world should be according to you a magical and special, or Should it stick to the reality that children find their bearings and make the connection between reality and virtual worlds? "

Laurence Ardouin:" The interest of a virtual world is, in my view, not be constrained by realistic considerations. It is beneficial cons:
· to emphasize to younger (through the character host and / or parent) the similarities to the real world to support their learning
· to benefit benchmarks and tastes Real older to enrich the design and development of the world Virtual proposed to them. "

Me:" What strengths, what force must mark it in your opinion have to be transposed onto the canvas? "

Laurence Ardouin:" Without magic , reputation (or word of mouth among the largest), coupled with strong licenses (eg the virtual world of Cars Disney) are essential elements for success. "

Me: "Brands are trying by every means to seduce children online or by creating their own virtual world (this is especially the case of Mattel and Disney), or by partnering with existing sites (and Playmobil KIDNET, many brands with Stardoll ...). Do you think there's room for everyone? "

Laurence Ardouin," If your question concerns the transposition of a brand to the Web, it seems natural that there is much room on the canvas on the market. Some virtual worlds will become a reference beyond their mark while others remain in their niche markets, meeting the expectations of their consumers. "

Me:" What business models are most successful today? Is the model based on paid registrations, models based on advertising models based on selling virtual goods? Maybe a mix of all this? "

Laurence Ardouin:" Some virtual worlds are essentially based on subscriptions, whether products with high added value (education dominant) or virtual worlds well established ( Dofus , Club Penguin ).
Many products couple the virtual subscription purchases (eg Wizard101.com winning the best family game 2009 according MMORGP.com) and to high viral strategies with the emergence of social gaming (eg link with Facebook for a large number of virtual worlds for teens). "

Me:" Why virtual worlds have grown so rapidly in recent years? Do you think it is to "extend" the experience of the consumer / viewer's on the canvas in an optical media? "

Laurence Ardouin," Two criteria to explain my opinion on developing virtual worlds:
· The emergence and accessibility of massively multi-player games (eg World of Warcraft )
· The adaptation of these principles of games, originally reserved for a very specific target ('hardcore gamers') to experience occasional and always a target younger.
players can play at their own pace, in collaboration (with their friends in the case of social games) in a context where their actions cause reactions even minimal visible on the progression of the game
C ' is essentially self-reliance, personal experience and competition that offered these new playgrounds where each brand may decide to create its own domain. "

Me:" What are the keys to maintaining a community of active children or adolescents? Innovation permanently? A successful news? What makes them addicted? "

Laurence Ardouin:" The novelty and change are the cornerstones of a growing community.
• Among younger people, the life of the community through new content and new personalization features (according to the seasons or holidays), elements which may also evolve as and visits (eg : Bayardkids 3-6 years)

• Among teens and tweens, an established community (word of mouth, playing population) doubled and organization of events and additions progressive features are the first keys to success. "