3 million of turnover is in any case far

The atmosphere was febrile, yesterday, in the corridors of the "Parisian/France today", on the eve of the stimulus package at great expense of "France night". As the scare for several days is confirmed: the newspaper founded by Pierre Lazareff will be finally sold at a price of 50 cents. Is two times cheaper than "Le Parisien" (1 euro) and "Today in France" (90 cents). According to a spokesman, it is not a launch price. The question is now on everyone's lips: how home public reserve the new "France night", that he discovered this morning in the kiosks The means deployed by its new shareholder, Alexandre Pougatchev, enable to achieve its ambitious objectives Because the young Russian billionaire, son of the oligarch Sergei Pougachev, attempts a spectacular, unprecedented stimulus in the French daily press.

Equilibrium of the new "France night" is, according to him, between 150,000 to 200,000 daily best this year, then broadcast paid France is established to best 22.722 on average in 2009. To achieve, it has been the drafting of 40 to 90 journalists and recruited "size" as Christian de Villeneuve, former Director of the writing of the "JDD", or even Dominique de Montvalon, former Director of the writing of the "Parisian". Alexandre Pougatchev has also invested in a wide communication campaign in radio, television and display (20 million euros, 10 million net, according to him) gross, unprecedented for a daily newspaper ("Les Echos" of March 12, 2010). ""France-evening"is still une mark strong, a little mythical in France, and the new formula disrupts a lot what you see today: the bet is not impossible to hold", analysis Nathalie Taboch, CEO of Starcom, who participated in the campaign.

A title which is far

"France night", which has lost 6.7 million euros in 2008, for 8.3 million of turnover, is in any case far. While its circulation reached up to a million copies in the 1960s, it nearly disappear several times in recent years, having changed owner several times and tried several reminders.

Many observers questioned the new exceptional recovery, because it comes at a time where the national daily press lives the most serious crisis in its history. Newspaper revenues are sealed by the advertising crisis, but by regular sales erosion also: diffusion France paid daily national newspapers fell by 4 in 2009, after 2.4 in 2008.

Many publishers also are concerned about, since the price war that launches today Alexandre Pougatchev might still do some damage. Aimed to become a "great popular daily quality", the new "France-evening" stands resolutely on the niche of the "Parisian/France today. The shock may be harsh, as "Le Parisien" is itself difficult to the crisis. Distribution paid France decreased by 4.7 in 2009, best 488.542 (coupling of the "Paris" and "Today in France"). And the new launched end January formula has not really doped sales, since it ended, according to the Director General of the group, Jean Hornain, by increased subscriptions by 4, but by a decline in sales to the number to 4. The daily today released a "special use" 24 pages in colour, planned for a long time. But the battle will be long, because Alexandre Pougatchev, which has already invested tens of millions of euros, given time to transform the test.