“It’s the one that has the best opening rate of our newsletters, and it’s something our competitors don’t deal with,” Fanny Bonjean, Head of Audience Engagement at Le Parisien, told participants during a WAN-IFRA webinar on “Topic-focused and Niche Newsletters.”

In a previous WAN-IFRA webinar from late 2020, Sophie Gourmelen, Managing Director and Publisher of Le Parisien, had shared how the publisher’s recently launched #LeParisien200000 digital transformation project was unfolding. A specific goal there is to reach 200,000 digital subscribers in five years.

Another part of the overall transformation project is around investing and embracing new technology (and data). Le Parisien also participated in the WAN-IFRA Table Stakes Europe programme in 2020.

Between 2019 and 2020, Le Parisien doubled its numbers of digital subscribers and its revenues from digital subscriptions largely through an effort to produce far more “premium” articles that are for subscribers only. The website now features a hybrid of metered and paywalled (premium) content.
Part of a commitment to its audience
The Buying Power newsletter is aimed at people who actually don’t have a lot of buying power and are looking for tips to help them better manage their budget and get more for their money, Bonjean said.

The newsletter also reflects Le Parisien’s commitment to its audience, which tends to be less affluent, she said.

Buying Power is a way to show readers that Le Parisien cares about the …