CAMPAIGN INTERNATIONAL: MEDIUM OF THE MONTH - Rosslyn Hyams reports on the news digest that Parisians love

’Being different is not a handicap.’ This bold statement from Courrier International’s international advertising sales manager, Christine Jolly, illustrates the confidence of a unique weekly news publication in France.

’Being different is not a handicap.’ This bold statement from

Courrier International’s international advertising sales manager,

Christine Jolly, illustrates the confidence of a unique weekly news

publication in France.



It originates hardly any stories of its own, but still captures a

wealthy but elusive bunch of consumers - the well-educated,

well-travelled ABs.



What sets the paper apart is the fact that its articles are almost all

lifted from other publications across the world and then translated into

French. This approach not only ensures a steady diet of foreign stories

with their own local flavour, but often brings a foreign perspective to

French domestic news too.



Sales of individual copies in Paris have soared, according to Jolly, in

the seven months since Groupe Expansion-CEP acquired the title and gave

it a facelift. Despite the serious news content, Courrier International

has a lighter touch than its competitors such as Le Monde Diplomatique

and, for all its density, the tabloid format is easy to read.



The title’s matt paper makes a change from the glossy news magazine

format or the formal look of French newspapers, while the four-colour

cartoons which illustrate most articles are an attraction, claims the

magazine, for its young, sophisticated readers, around 50 per cent of

whom are under 35.



Even better, Courrier International claims that more than 36 per cent of

its readers do not watch television, listen regularly to radio or read

any other news publication.



Instead, this educated elite browses through coverage from several

continents or regions arranged in separate columns in the magazine,

flicking through full pages of advertising for aspirational brands such

as cars, airlines and mobile phones along the way.



Since its inception in the early 90s, Courrier International has also

carved out a profile in other media. The magazine has slots on

television and radio shows where its editors are invited to comment,

especially on foreign affairs. It is broadening into other media too and

has its own Website at http://www.courrierint.com.



Total paid-for circulation 86,055



Total circulation 97,428



Subscriptions 67 per cent, of which 5,000 abroad



Individual copy sales 33 per cent



Growth in individual copy sales Oct-Dec 1995-96: 45 per cent



Reader profile AB+: 45 per cent



Income USdollars 60,000+: 24 per cent



Age 48 per cent under 35



Education University: 37 per cent



Total sales USdollars 14 million



Advertising revenue as a percentage of total sales 14 per cent.



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