SONIC THE HEDGEHOG – STILL UNSTOPPABLE! - Kazachok

France
comme les autres
> Vélo Femme Actuelle - Bicycle (Planet Fun)
des produits haut de gamme générateurs de
chiffre d’affaires mais je ne peux prendre le
risque d’abîmer la marque et que les lecteurs
cessent d’acheter le journal ». Comme
estime de son côté Fabrice Plaquevent, DG de
Lagardère Active Entreprises, « l’exploitation
d’une marque média en droits dérivés sousentend
de remplir certains critères, de créer
de la richesse, de la valeur ajoutée et pas
uniquement faire de l’argent ».
Si la finalité est la même, les moyens
diffèrent selon le type de médias. La radio, par
exemple, ne s’éloigne guère de son territoire
d’origine qu’est le son. La liste est longue des
compilations du groupe NRJ, de Fun Radio
aux coffrets « le meilleur du Grand Mix Nova
Tunes de Nova Records ». Et ça marche : les
compilations du label NRJ ont trusté les 6 premières
places au classement des meilleures
ventes de compilations de janvier à septembre
2011 publié par Gfk Music (plus d’un million
d’exemplaires). En novembre 2011 est aussi
arrivé le Nova Headphone, un casque audio en
bois, vendu en exclusivité dans les Fnac. Nova,
comme Radio France ou RTL ont aussi sous
leur marque un département éditions tourné
vers l’audiovisuel mais aussi l’écrit.
La presse déploie ses marques
Les produits d’édition restent cependant
l’apanage des marques de presse écrite,
mais là aussi l’heure est à la diversification
hotfile
> Coffret CD Nova - CD Box (Nova)
Jeu L’école des fans - Board Game (TF1 Games)
Plaquevent, GM of Lagardère Active Entreprises, feels
that « the exploitation of a media brand in terms of
licensing must comply with certain obligations, and
create added value instead of only representing a way
of making more money.»
Although the final outcome remains similar, the
means differ depending on the type of media. As far
as radio brands for example, they don’t steer away
from their core business, which is sound. And it
works: NRJ’s Best Offs consistently remained in Gfk
Music’s top 6 list between January and November
2011 (minimum of over a Million units sold). In
November 2011 Nova radio launched its wooden
Headphone, exclusively sold in Fnac outlets. Nova,
just as Radio France or RTL also has a licensed
publishing department that markets audiovisual and
print items.
The Press is maximizing
its product offering
While publishing items continue to concern mainly
magazines and newspapers, these licensors are also
diversifying their product offering. In terms of French
newspapers Le Figaro is a good example of this
tendency. Whereas its historical competitor Le Monde
only markets cultural goods (books, DVDs, CDs), Le
Figaro has become involved in other areas, namely
tourism and particularly cruises. « Le Figaro stands
for information, way of life, hospitality and therefore,
classy cultural cruises make sense » stated Lionel
Rabiet. The Diversification Department’s manager
intends to continue this diversification launched
3 years ago with a brand extension into the wine
territory what with a website, a collection of books on
wine and oenological cruises. « It will be one of the
Diversification Department’s important stakes for
2012: we are organizing a literary cruise with famous
French author Eric-Emmanuel Schmidt, added Lionel
Rabiet. The reporters will also be involved, which will
help readers feel even closer to the brand by having
the opportunity to meet some of our editorial staff as
well. » That is also the trump card played by Prisma’s
licensing department. Since October 2009 they have
launched cruises that welcome the editorial team
aboard. « We have teamed up with Costa Croisières
Europe, and in 2011 we organized 9 theme cruises
with reporters from Prisma magazines, whereas
there only were 2 organized in 2010. 44,000 people
traveled with us over the past 2 years », boasted
Isabelle Joly. Back in June 2008 her department
also launched a rental and vacation activity branded
Femme Actuelle Vacances and Télé Loisirs Vacances
in association with tour operator Voyages Loisirs.
As Isabelle Joly recalled, Prisma was one of the
first media groups to enter the licensing arena. For
instance everyone remembers the Femme Actuelle
bicycle and its girly accessories (6,000 units were
sold). « It proved that the brand could travel unexpected
paths yet remain true to its highly feminine
values » indicated Isabelle Joly. Since then, Femme
Actuelle has marketed 150 different cooking utensils
branded Femme Actuelle Maison that are sold online,
as well as a collection of shoe wear by Trott & Go that
is available in middle and large-scale outlets. By the
end of 2011 it began offering a loyalty card - REV by
Voici – for online shopping that includes immediate
Kazachok Licensing Mag’ Janvier - Mars 12 25