The Mario Blog
04.20.2016—3am
La Presse+: where the tablet succeeds

It is a certifiable success: the tablet edition of Canada’s French language La Presse continues to grow. What makes this tablet edition so special?

Interactive ads a part of what’s unique and different among the offerings for La Presse+. Check this Flamingo ad for its interactivity using link below.

Readers of TheMarioBlog are aware that I often turn my attention to La Presse+ as an example of a tablet edition that can connect with the readers.

When La Presse+ first appeared in a morning tablet edition, there was still a printed edition as well. That changed at the beginning of this year, when the La Presse team completed its digital transition, with  La Presse+ digital tablet edition successfully replacing the Monday-to-Friday print edition. There is still a weekend print edition.

This has surprised many, especially in the Canadian market, where other good tablet editions, such as the one by Postmedia’s Montreal Gazette, did not manage to attract a solid audience. (Disclaimer: Garcia Media was involved with that project).

Guy Crevier, President and Publisher of La Presse, said:

“Three years after its launch, La Presse+ is now established as an indispensable medium of reference in Québec, both for readers who have made it a daily ritual and for the advertiser clients who choose it to deliver impactful marketing campaigns. Today, we are very proud of the progress we have made in the past few years, and more convinced than ever of the relevance of our digital transformation.”

Since the announcement of the end of the weekday print edition seven months ago, the weekly readership of La Presse+ has increased by almost 30%: nearly 140,000 new readers1 are using the app each week. Three years on from its launch, the popularity of La Presse+ continues to grow, with an average of 725 new app downloads per day.

La Presse+ is popular among all age groups, but most particularly among young adults. Readers in the 25-to-54 age group make up 63%6 of its audience, versus 46% for the print edition.

Here is how Éric Trottier, Vice-President, News, and Deputy Publisher, explains the success of La Presse+:

“Over the last three years, we have transformed the way we plan content and gather information in order to give the La Presse+ reader an optimal in-depth experience. La Presse+’s storytelling possibilities are numerous and immensely creative. We use the multimedia and interactive potential offered by the platform to propose the best storytelling possible for each story.”

 

The Advertising Component

From the beginning, La Presse+ offered innovative and creative  advertising alternatives for its clients. In fact, the La Presse+ team created advertising templates with ideas to engage readers with the products advertised.

Check these fun interactive ads, including the one for the Flamingo ad shown here:

http://troussecreation.lapresse.ca/en/favourites

Of related interest

Who says tablet editions are dead? Montreal daily La Presse's betting its future on them

http://digiday.com/publishers/montreals-la-presse-bet-tablets-paid-off/

TheMarioBlog post # 2151

Blog Post02.22.2018—7am
These are pages we like
Blog Post02.21.2018—1am
Let’s hear it for the Design Boot Camp
Blog Post02.20.2018—1am
When editorial content and advertising clash.
Blog Post02.19.2018—1am
Does creativity suffer when design is outsourced?
Blog Post02.16.2018—1am
Facebook and publishers: rocky time in the relationship
Blog Post02.15.2018—1am
The end of text. The end of print. What a week!
Blog Post02.14.2018—11am
Handelsblatt and its English edition
Blog Post02.13.2018—1am
Fake News: some are planning to fight back
Blog Post02.12.2018—1am
The post text era. Really?
Blog Post02.09.2018—1am
Some of the most beautifully designed apps you never heard of
Blog Post02.08.2018—1am
A rare manuscript of interest
Blog Post02.06.2018—8am
How AR brings that newspaper box (or whatever) into your living room
Blog Post—1am
When type is used right
Blog Post02.05.2018—1am
It’s all about making that type easy to read
Blog Post02.02.2018—7am
Design hubs can art direct, too
Blog Post02.01.2018—1am
Templates versus art direction
Blog Post01.31.2018—1am
It’s all in those details
Blog Post01.30.2018—1am
When every dot tells a part of the story
Blog Post01.29.2018—1am
Vertical type! Not always a no no
Blog Post01.26.2018—1am
FT extends free access to high school students: good thing!
Blog Post01.25.2018—1am
The Globe and Mail: a print redesign inspired by digital strategies
Blog Post01.23.2018—1am
The new FT campaign
Blog Post01.22.2018—1am
Are we using better photos today?
Blog Post01.19.2018—1am
The challenge of that fold
Blog Post01.18.2018—1am
The Washington Post: another profitable year
Blog Post01.17.2018—1am
Did I really read that much?
Blog Post01.15.2018—4am
The Guardian changes more than just the format
Blog Post—1am
Are vulgar words now part of a journalist’s styleguide?
Blog Post01.12.2018—4pm
The new New York Times campaign
Blog Post01.11.2018—1am
The good news about paying for content
Blog Post01.08.2018—3pm
Prof. Miguel Urabayen (1926-2018): Tribute to a grand maestro
Blog Post—2pm
Fire & Fury: Here’s a cover that tells more of the story
Blog Post—1am
End of print edition for Montreal’s La Presse
Blog Post01.07.2018—11am
Happy New Year…..I am back, sort of
Blog Post12.19.2017—10am
My prediction for 2018: we will write, edit & design for mobile
Blog Post12.13.2017—1am
Best wishes for the holiday season!
Blog Post12.12.2017—1am
Every year should be year of the audience
Blog Post12.11.2017—1am
The Post Most: curated content as easy as 1-2-3
Blog Post12.08.2017—1am
The power of a comic
Blog Post12.07.2017—1am
Those European ePapers Continue Growing
Contact us with speaking requests, questions or to discuss a project.