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    Accueil » Journaux, MEDIAS20, QUOI DE NEUF

    Gratuité des archives : le trafic du New-York Times explose

    Rédigé par Philippe Gammaire

    13 décembre 2007 6 165 views 2 commentaires


    Mais qu’attendent encore les quotidiens nationaux et régionaux français ? Sur leurs sites web, ils regorgent d’archives payantes qui ne rapportent rien ou presque.

    Un gisement que dis-je, une mine d’or de contenus.

    Inexploités.

    Des archives endormies.

    En septembre dernier, le site du New-York Times avait décidé de réveiller ces belles endormies, en rendant leur accès gratuit aux internautes.
    Et le résultat est là : le trafic du site a explosé, vient de révéler Techcrunch.
    +64% de visiteurs en ligne entre fin août et fin octobre, soit 7,5 millions de visiteurs supplémentaires.
    Dans le même temps, le nombre de pages vues s’est envolé de 52,2%.
    L’équation est pourtant simple :

    + de contenus = + de trafic = + de revenus publicitaires

    Faut-il rappeler la théorie de la longue traîne ?

    Appliquée aux médias, elle signifie que – sur une longue durée – les milliers d’articles passés quasi-inaperçus lors de leur parution initiale seront plus lus que les scoops ou les actualités fortes qui ont fait la Une en leur temps.
    Pourquoi ?
    Il existe simplement une demande de contenu pour tous les sujets possibles et imaginables.
    Editeurs de presse et journalistes (dont je suis), nous sommes souvent obnubilés par le scoop. Autant dire l’arbre qui cache la forêt.

    Certes, il fait vendre… mais pendant combien de temps ? 24, 48 heures.
    Et on passe à autre chose.

    Mais ces centaines de milliers d’articles qui dorment dans les archives intéressent tout autant les lecteurs, sinon plus. Et génèrent beaucoup plus de clics, sur de longues durées.

    C’est le cas pour mon blog : les pages vues les plus nombreuses sont celles d’articles parus depuis la création du site, début 2006.
    Bien sûr, chaque parution de note génère un pic de visites. Mais ce n’est qu’un pic.

    Bref, ouvrir ses archives au grand public c’est multiplier le nombre de clics, donc de pages vues. C’est aussi augmenter la durée de visite des internautes sur un site et accroître le volume de visiteurs qualifiés.

    Alors, qu’attendent encore les journaux, vous avez une idée là-dessus ?

    Contacter l'auteur

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    2 commentaires »

    • Matthieu dit :

      Tout à fait d’accord, à mon avis la très grosse majorité des sites devraient mettre leurs archives en accès gratuit (et faire des efforts en SEO). De fait, je ne sais pas quels sont les revenus de l’achat d’archives à l’unité mais je ne pense pas qu’ils soient très important, non?

      Mais peut-être n’est-ce pas applicable à tout le monde, enfin pas à lemonde.fr :-)

      En effet, leur partie payante génère 30% des revenus, soit plus que le nytimes en son temps, et la publicité rapporte moins en France qu’aux Etats-Unis

      Se pose aussi la question de la monétisation du contenu : la publicité sur des archives rapporte beaucoup moins (CPC? Comportementale?), si tant est qu’il y ait publicité (sachant que les inventaires non vendus aux annonceurs sont de plus en plus important, ils seraient maintenant de 50% et c’est parti pour continuer à augmenter avec l’abondance d’informations sur le net et la crise économique).

      Du coup, ça m’étonnerait qu’ils puissent rentabiliser une telle opération, du moins pour l’instant

      # 16 novembre 2008 at 23:21
    • admin (author) dit :

      Bonjour Mathieu,
      désolé d’avoir un peu tardé à te rpondre.
      non effectivement les archives payantes ne rapportent rien ou presque effectivement (de mémoire, 2000 euros de revenus pour La Tribune, avant qu’elle n’ouvre ses archives à tous – je peux me tromper mais c’est de cet ordre là).
      Tu as probablement raison, dans le contexte actuel de crise (ralentissement sinon coup d’arrêt des investissements pubs sur le web), l’ouverture des archives risque fort de ne rien rapporter ou peu. Mais la crise ne durera pas éternellement, et l’ouverture des archives devrait permettre dans un 1er temps d’augmenter considérablement les pages vues et le nombre de lecteurs.
      À terme, c’est payant. ;-)

      # 19 novembre 2008 at 1:36

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