More clear. More readable. More comfortable. Apparently, the objectives of "TÚlÚrama", which has renovated its model, increased its price and orchestrated following an advertising campaign, are quite simple. Pushed by the explosion of cultural offerings, prisoner, apparently a narrow target, the cultural weekly saw, in 2005, its circulation fall by 3.2, to 643.157 best, and his ad paging by 8. "" TÚlÚrama"is often perceived as parisianiste and trendy, while appearing as the mirror of a certain Catholic conscience," admits Morgan Faivre, co-founder of the advertising agency the thing. "The mark has not aged but she appears first as a niche because there is a specific socio-culture, a tribe"TÚlÚrama", adds Georges Lewi, sociologist of marks and President of BEC Institute." A tribe that includes some form of intellectualism very French, a little green, a little anti-globalisation, not very open about the globalized economy and possibly different people. But there is also this newspaper culture where, as soon as there is a little too much advertising on the airwaves, listeners telephoning to complain that their station began to resemble Europe 1...
The judgment is hard, but it confirms the analysis of a number of observers: "TÚlÚrama", weekly, reference, must evolve, expand its target, win in accessibility. Without to throw overboard sharp cultural news and quality, enemy said with complacency and promoting identity all-out.
A "product segment.
Because "TÚlÚrama" is not quite one weekly as another. In contrast to a variety of titles who would like to both present the same throughout, it leaves no one indifferent. The more complex as its approach. In their marketing jargon, the qualified professionals of "product segment. More simply, reveal the qualitative studies, we like it or you hate, the irritation often mixing with a strong attachment. Better "its 2.7 million readers and its 643.000 weekly buyers do not hesitate to behave shareholders, even in owners of"TÚlÚrama", him claiming accounts, maintaining an emotional, almost passion report with the title", resumed Morgan Faivre.
Hence the idea of the thing who signs the campaign: take this singular relationship dipping in twenty years of mail from readers who have always spared the title, far from it, and that the first two pages of the weekly are dedicated. Flanked by a signature apostrophant the way readers quite steep "we are hard, you are worst" eight visuals of the campaign, with a budget of 2.5 million, back to the more sarcastic letters or even the more scratchy received in recent years. The choice is tasty, since: "Attention: photo rigged in TÚlÚrama No. 2835, p.49." Godard smiles! "and" it was what as a pledge, the journalist of "TÚlÚrama" is unable to place the word "offset" in his article. " "... to:" what is extraordinary, is not that 50 of the French are dissatisfied with the TV, but it is that there are 50 of satisfied! " "and to the now famous:"Sunday 15 January, strongly Sunday." Nicolas Sarkozy should pay attention. "This is already the third time that it invites Michel Drucker in his show" refused by Metrobus, the advertising Board of the RATP.
An endogenous target
In fact, snide, in no way seeking to undermine its image of "cultural ayatollah", and he prefers a provocative mockery, the campaign does not like everyone. Metrobus has returned the Visual of Nicolas Sarkozy in his cartons, "because we apply the agreement signed with the RATP prohibiting the advertising of a politician or to put in question", soberly indicates the legal service of the advertising Board of the RATP. Amplified by the media, this withdrawal gave rise to a buzz not entirely surprising, given the identity of the person concerned.
More broadly, the sociologist Georges Lewi also takes distances in finding that these advertising creations "go first to an endogenous target, one that reads"TÚlÚrama"." She does not practice marketing of conquest to other targets. "But Yann Chapellon, Director General of"TÚlÚrama", persists and signs:"we have a strong complicity with our readers and it is this collusion here that we have sought to decline in the campaign." Often, we are the criticism to be "critical"... But our approach was to the contrary, in a follower of the promotion of artists, actors, writers society to accept the role of critical referent is to make real choice, with integrity, while leaving room for debate. Do not forget that "TÚlÚrama" was one of the first titles to establish the principle of criticism "for" and "against" and almost institutionalized them for cinema. "Ransom of success, smiles Yann Chapellon," we now receive mails from readers telling us: "I wish that you resume my remarks" or, conversely, others claiming: "Please, especially not cite me not." "