La Voix du Nord won the 2021 Media Innovation Strategy Grand Prize for its campaign on bullying at school, carried out as part of its “New History” initiative. A project that is part of an in-depth reflection on the purpose of the newspaper, drawing inspiration from solution journalism, and resulted in a very comprehensive system to raise awareness of the scourge of bullying at school (see p. .6).
As part of this Grand Prix, the editorial staff also awarded three trophies to media groups: thus Altice Media Ads & Connect is crowned agency of the year (development of segmented advertising, multiplication of BFM versions in regions and new formats), Leboncoin advertiser of the year (+ 97% advertising investment in one year, new brand platform, etc.) and Le Monde, publisher of the year. If the daily is winning, it is because it has managed to fight a battle on two fronts at the same time: it has increased its portfolio of digital subscribers by 100,000 people in one year (+ 25%, to 366,067 subscribers), while investing heavily in content. “The editorial team has increased in number to respect the promise of a site supplied 24 hours a day and a daily newspaper”, details Louis Dreyfus. But the media also invests heavily in the production of free content for young people (Snapchat, TikTok, etc.), which it then converts, in part, into paid readers. Finally, its long-term surveys also serve as a locomotive to recruit new subscribers via social networks …
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