The editorial director of "L'Equipe" returned to the results of the group's information media during the World Cup season. And watch the evolution of the look on women's football.

INTERVIEW

The results are good for L'Equipe , World Cup effect requires. Like audiences reaching the 10 million viewers of TF1, the group - site, TV and newspaper - L'Equipe benefits from the Blue effect. Jerome Cazadieu, editorial director, detailed the phenomenon in The Great Journal of Europe 1 presented by François Clauss.

The World Cup effect in newsstands and for advertising

First observation for the journalist: the web is doing well. "Today, the first medium is digital, with an average of three to four million people per day coming to our site or applications." In this period of competition, Jerome Cazadieu also sees a rise in newspaper sales on match days. "We sold better on the first game of the Blue, the second game", about 10% more each time. "Then, as for boys, when the content of the match is not very interesting, behind, the effect is a little less."

Everyone has underestimated one thing is that it's a World Cup. A France-Brazil poster, it's a dream

And like TF1 which has increased its advertising rates after the opening match, the 30 seconds of advertising during a match have thus gone from 73,000 euros to 116,000, the impact is also significant for L'Equipe advertising. The managing editor hopefully business logic that the Blue will go far. "If they beat Brazil on Sunday and the Americans behind, a new story will be written that will have an impact on both our advertising revenue but both on our newsstand results and on the digital or television," launches -t it. "Everyone has underestimated one thing is that it's a World Cup.A France-Brazil poster, it's dreaming viewers, sports fans.It will see how it can be transformed (...) once the World Cup is over ", continues Jérôme Cazadieu.

Same treatment, no neighborhood

While waiting for the answers to these questions of the future, the journalists stick to the present to a clear editorial line. "We apply exactly our same analysis grids" for the women's and men's matches, explains the director, who considers that there is no reason to be more or less tender with the players than with their counterparts. male. "If a player does anything, you have to be able to say, if a guardian is nil," same sentence. "If there is a hallucinating home arbitration, you have to be able to be critical." The rule, "is to apply the same recipes," he concludes.