Bodier: "The unexpected future of French print"

"I'm both very pessimistic for the six months that are coming, but for a certain number of press sectors, I'm rather optimistic," Bodier reveals, setting the tone for a discussion that balances realism with hope. He expresses concern about political instability in France, which has led to economic uncertainty and a potential crisis comparable to the 2007-2008 financial downturn. "Industrials, SMEs, mid-sized companies — in fact, everyone, regardless of their activity — fears the significant political and economic changes."

Despite these challenges, Bodier's outlook for specific sectors of the print industry remains positive. "The more time passes, the more I think there's great hope for print, but not as a mass medium. Instead, it’s about meeting specific public needs," he explains. This optimism stems from growing awareness of social media’s shortcomings and studies highlighting its limited effectiveness.

Regional press: the local connection

At the forefront of Bodier’s optimistic predictions is the regional press. "Everything concerning proximity, particularly the regional daily press, demonstrates the French public's attachment to local information," Bodier notes. 

Bodier emphasises the regional press's unique value: "For advertisers who wish to place their messaging in a high-quality environment and target specific areas within an editorial context of proximity, the regional press is an ideal platform." This local focus offers a distinct advantage in an increasingly globalised media landscape.

He highlights the success of 366, a unified advertising sales house for the regional press, praising its work in marketing, research, and commercial innovation.

The regional press is also leveraging new technologies to streamline advertising purchases. "They are developing a platform for both national and local sales, enabling advertisers to buy print online in a modern and simple manner," Bodier explains, showcasing the sector’s adaptability.

National press: influence and opinion leaders

Bodier remains confident about the national press, highlighting its enduring influence. "The quality of national press titles remains strong. They may be few — Le Monde, Les Échos, Le Parisien, Le Figaro, and, of course, L'Équipe — but these publications are consistently the leaders in terms of influence," he states. These outlets continue to attract brands keen to engage with opinion leaders.

Luxury and fashion magazines: print's glossy future

The luxury and fashion magazine sector continues to thrive, offering what Bodier describes as "a high-quality experience for both readers and advertisers". These publications have successfully maintained their allure in a digital age, providing a tactile and visual experience that screens struggle to replicate.

Professional and trade publications: niche success

Another bright spot in the print landscape is the professional and trade press. "The professional press, targeting business audiences, continues to perform well. While they’ve expanded their digital offerings, their utility for both readers and advertisers remains robust," Bodier observes.

Highly specialised magazines focusing on niche interests also show growth. From fishing enthusiasts to automobile aficionados, these publications find dedicated audiences. Bodier notes an interesting trend: "Some magazines are even being demanded by readers. For instance, Cuisine AZ from Prisma Media was created because readers specifically asked for a print edition."

Challenges for popular press

While Bodier is optimistic about many sectors, he acknowledges the challenges facing popular press titles. "The popular press must rethink its advertising strategy and simplify the process of buying space. It’s currently too complicated," he explains. These magazines, often part of large publishing groups, need to modernise their advertising platforms to stay competitive.

Bodier highlights an evolution in TV magazines: "Beyond programme listings, they provide engaging content for families, including platform schedules like Netflix. These magazines have truly transformed into cultural guides for the family."

Trust: print's enduring advantage

Underlying the strength of these sectors is the high level of trust readers place in print media. Bodier references significant research showing that "print media consistently earns higher trust levels than digital platforms, particularly social media."

Sustainability: a growing concern

Bodier also addresses the growing importance of sustainability in the print industry. "Advertisers and the French public are increasingly sensitive to climate issues," he notes. He highlights a significant development: "The Syndicat des Régies Publicitaires (SRP) has created a framework to compare methods for calculating carbon impact. This demonstrates that print media not only leads the conversation but actively supports the ecological transition."

While economic challenges may temporarily overshadow environmental concerns, Bodier believes the industry is well-positioned to showcase its commitment to sustainability.

The AI challenge

On the topic of AI using publisher content without compensation, Bodier expresses cautious optimism. "More lawsuits are being filed against platforms, both collectively and individually. Discussions with major AI companies have started," he explains. Drawing parallels with successful negotiations over neighbouring rights with Google and Facebook, Bodier is confident that the French press can address these challenges collectively.

The future of print

As the interview concludes, Bodier offers a thought-provoking observation: "The press holds great power for children up to a certain age. Thanks to publishers like the Bayard group, France has an extraordinary children’s press. Parents buy these publications for their children, but this connection often breaks when they enter secondary school and acquire mobile phones."