{"id":2263,"date":"2010-02-08T08:05:53","date_gmt":"2010-02-08T08:05:53","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=2263"},"modified":"2023-07-11T09:26:53","modified_gmt":"2023-07-11T07:26:53","slug":"magazine-entreprise","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/02\/08\/magazine-entreprise\/","title":{"rendered":"Madmagz donne un nouveau souffle au magazine d’ entreprise"},"content":{"rendered":"

\"Youssef<\/a>Youssef Rahoui, cr\u00e9ateur de Madmagz<\/a> d\u00e9crit la logique marketing qui sous-tend l’invention de son journal d’entreprise hybride – Internet & papier – un peu le lulu.com<\/a><\/em> du journal corporate en quelque sorte. La r\u00e9flexion est int\u00e9ressante et le march\u00e9 me semble prometteur. C’est pour cela que j’ai demand\u00e9 \u00e0 Youssef d’intervenir sur le blog de Visionarymarketing<\/a><\/em> et d’expliquer sa vision. Dites-nous et dites \u00e0 Youssef<\/span> (ou \u00e9crivez-lui)<\/a> <\/em> ce que vous en pensez au travers des commentaires.<\/em><\/p>\n

Le chemin de croix du magazine d’entreprise<\/strong><\/em><\/h2>\n

Mme Pink est directrice g\u00e9n\u00e9rale d’un des leaders du self stockage<\/a>. C’est elle qui cr\u00e9e quatre fois par an le magazine de sa soci\u00e9t\u00e9. Elle le r\u00e9alise sur Word\u00a9, le fait photocopier puis envoyer \u00e0 ses cent cinquante salari\u00e9s et franchis\u00e9s.<\/p>\n

\"Madmagz<\/a>
Madmagz donne un nouveau souffle au magazine d’ entreprise<\/figcaption><\/figure>\n

M. Green est directeur de la communication d’une business unit d’Areva<\/a>. Il a confi\u00e9 \u00e0 une agence de communication la r\u00e9alisation de son journal interne, \u00e0 l’exception de sa r\u00e9daction. C’est un trimestriel envoy\u00e9 \u00e0 1.500 personnes. Chaque magazine l’accapare un total de quinze jours. La facture annuelle est de 50.000 \u20ac.<\/p>\n

Dans ces deux cas, r\u00e9els mais rendus anonymes, ont \u00e9t\u00e9 soulign\u00e9s la longueur et la complexit\u00e9 du processus. Il faut juger de la mise en page, du graphisme, de l’iconographie, etc.<\/p>\n

Pourquoi donc ces cadres dirigeants pers\u00e9v\u00e8rent-ils ? Pourquoi ne cr\u00e9ent-ils pas un blog, par exemple ? Cela rendrait le journal certainement plus populaire ?!<\/p>\n

Plus de 90% des journaux d’entreprise sont en papier<\/strong><\/em><\/p>\n

Sur ce dernier point, assur\u00e9ment non. Le magazine est le m\u00e9dia le plus populaire dans les entreprises. Ainsi, selon la derni\u00e8re \u00e9tude sectorielle<\/span>, que tend \u00e0 confirmer une r\u00e9cente enqu\u00eate<\/a>, plus de 90% des entreprises de plus de 500 personnes publient au moins un journal interne. Dans plus de 90% des cas, ce journal est en papier.\u00a0Populaire, il l’est \u00e9galement au plan affectif. Les salari\u00e9s appr\u00e9cient sa convivialit\u00e9, sa lisibilit\u00e9 et la mise en sc\u00e8ne des contenus. Les d\u00e9cideurs en appr\u00e9cient l’efficacit\u00e9.<\/p>\n

Le papier, encore plus d’efficacit\u00e9 pour plus de plaisir<\/strong><\/em><\/p>\n

La notion d’efficacit\u00e9 peut surprendre, mais c’est elle qui explique que Mme Pink et M. Green utilisent ce m\u00e9dia, en d\u00e9pit du lourd investissement temps et argent qu’il impose.\u00a0En effet, aucun m\u00e9dia \u00e9crit ne met en valeur avec cette richesse et cette pertinence textes et images. On lit un magazine avec plaisir : qui lit avec plaisir sur Internet ? De plus, le papier permet d’atteindre 100% de son public. De nombreux salari\u00e9s ne disposent pas d’un ordinateur individuel reli\u00e9 \u00e0 Internet. Enfin, le magazine n’oppose pas de barri\u00e8re culturelle. Chacun sait ce que c’est qu’un magazine et comment cela s’utilise. Il en va autrement d’un blog, d’un wiki, etc. Ils requi\u00e8rent apprentissage, et font donc courir le risque de faire \u00e9chouer la communication.<\/p>\n

Les m\u00e9thodes actuelles<\/strong><\/em><\/p>\n

Examinons maintenant les proc\u00e9d\u00e9s employ\u00e9s par les entreprises pour cr\u00e9er leur magazine. Celui de Mme Pink est le lot de la majorit\u00e9 des PME. Celles-ci r\u00e9alisent leur magazine sur Word\u00a9 ou Powerpoint\u00a9 pour l’imprimer sur un photocopieur ou bien chez un petit imprimeur. L’op\u00e9ration est longue et complexe, pour un r\u00e9sultat souvent m\u00e9diocre. Le seul avantage est l’\u00e9conomie.<\/p>\n

Celui de M. Green est le lot des grandes entreprises et PME. Parfois, tout ou partie des diff\u00e9rents m\u00e9tiers que f\u00e9d\u00e8re l’agence de communication (les acteurs sont ici Textuel<\/a>, Publicorp<\/a>\u2026) sont int\u00e9gr\u00e9s \u00e0 l’entreprise : graphisme, impression, etc. Parfois aussi, des progiciels (Wedia<\/a>, Publiatis<\/span>\u2026) sont employ\u00e9s pour g\u00e9rer une partie du processus. Si le r\u00e9sultat est de qualit\u00e9, le processus demeure long, complexe et co\u00fbteux.<\/p>\n

C’est pour relever ce triple d\u00e9fi que j’ai lanc\u00e9 Madmagz<\/a> \u00e0 No\u00ebl dernier. Il s’agit d’un site Web qui permet de cr\u00e9er des magazines, puis de les publier au format Flash (exemple<\/span>) et\/ou <\/em>papier.\u00a0Service int\u00e9gr\u00e9 et simple \u00e0 utiliser (la d\u00e9monstration est \u00e9loquente), il affranchi ses utilisateurs de toute contrainte pour les laisser se consacrer \u00e0 leur m\u00e9tier : la communication. Ils gagnent ainsi du temps. De plus, parce qu’une maquette est cr\u00e9\u00e9e pour \u00eatre r\u00e9utilis\u00e9e, les co\u00fbts sont sensiblement r\u00e9duits. En revanche, la limite est celle-m\u00eame de l’industrilaisation : si l’on peut commander des gabarits sur mesure, leur mise en page et les styles sont fig\u00e9s, et il faut y adapter ses contenus.<\/p>\n

Une solution alternative<\/strong><\/em><\/p>\n

En conclusion, si la popularit\u00e9 et l’efficacit\u00e9 du m\u00e9dia magazine en entreprise sont d\u00e9monr\u00e9s, les d\u00e9cideurs ont d\u00e9sormais trois solutions pour le r\u00e9aliser : l’amateurisme avec des solutions de fortune, le sur-mesure avec les agences de communication et le pr\u00eat \u00e0 porter avec Madmagz.<\/p>\n","protected":false},"excerpt":{"rendered":"

Youssef Rahoui, cr\u00e9ateur de Madmagz d\u00e9crit la logique marketing qui sous-tend l’invention de son journal d’entreprise hybride – Internet & papier – un peu le lulu.com du journal corporate en quelque sorte. La r\u00e9flexion est int\u00e9ressante et le march\u00e9 me semble prometteur. C’est pour cela que j’ai demand\u00e9 \u00e0 Youssef d’intervenir sur le blog de …<\/p>\n","protected":false},"author":2,"featured_media":53599,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-2263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nMadmagz donne un nouveau souffle au magazine d' entreprise<\/title>\n<meta name=\"description\" content=\"Youssef Rahoui, cr\u00e9ateur de Madmagz d\u00e9crit la logique marketing qui sous-tend l'invention de son journal d'entreprise hybride - Internet & papier - un\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2010\/02\/08\/magazine-entreprise\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Madmagz donne un nouveau souffle au magazine d' entreprise\" \/>\n<meta property=\"og:description\" content=\"Youssef Rahoui, cr\u00e9ateur de Madmagz d\u00e9crit la logique marketing qui sous-tend l'invention de son journal d'entreprise hybride - 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/2263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=2263"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/2263\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/53599"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=2263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=2263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=2263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}