Empowering French Women: Their Ambivalence, Aspirations, and Representation in the Media

Two figures which clearly illustrate the ambivalence of the state of mind of French women and the singularity of their aspirations. Indeed, faced with an unstable and elusive macro-world, and after years of health crisis marked by bans, women are reinvesting the personal sphere and want to free themselves from injunctions. They aspire to cultivate their freedom to be themselves, express their own uniqueness, and reinvent themselves, both personally and professionally.

“There are 1001 ways to be a woman, and each person’s femininity is reinvented every moment”

For the media and for brands, this plurality of facets of femininity is a source of richness and complexity and it is essential to address them in order to reach today’s women.

The press and all its expressions also play a major role in the evolution of the representation of women. According to a study conducted by the ACPM and Kantar in June 2023, 83% of French people say that women are more present and better represented in the press than ten years ago. 75% say that the press raises questions about women which help to change mentalities. The press also contributes to the better development of women with inspiring personalities representing their diversity.

As a leader with 4 out of 5 women affected each month⁽³⁾Prisma Media makes a point of always better identifying their needs and responding to them with the right content on all its devices while remaining very active through launches or acquisitions.

• This is how Prisma Media took over the print license of the titles embodied by Dr. Michel Cymes Good! et Dr. Good! It’s good! in spring 2022, which allowed it to strengthen its health & well-being vertical. A successful recovery as evidenced by the record diffusion increases of the two titles over the past year. (link to https://www.prismamediasolutions.com/actualites/dr.good-et-dr.good-c-est-bon-les-meilleures-progressions-de-diffusion-de-la-presse-magazine-). Prisma Media’s health offering continues to grow with the more recent acquisition of the pure player PasseportSanté.net1st French health site ⁽⁴⁾.
• The launch of the magazine The keys to my energy in June 2023 completed this vertical on the “personal development” aspect. Incarnated by Natacha Calestrémé, journalist & successful author, this title has already found its audience: more than 3,500 subscriptions were taken out even before the release of the first issue.
• The acquisition of Cuisine AZ strengthens the food editorial offering represented by emblematic brands such as Current Cuisinewhile expanding and rejuvenating the audience.

The group can also rely on the expertise and positioning of brands such as Prima or Current wife, the first paid weekly women’s magazine. These historic and unifying media brands are constantly renewing themselves to continue to meet the needs of their readers.

Prisma Media also invests in social media to cover the news and daily life of the young generation, in all its changes and questions. Powerful sounding boards focused on positive impact, such as Simone Media or Oh ! My mag, committed and inclusive female media.

The influence of brands also involves creating proximity with their audiences. Events and the creation of original and exclusive experiences is another area of ​​development. Prisma Media has strong expertise in the creation and hosting of reader awards. The Women’s Beauty Prize (Femme Actuelle) will celebrate its 10th anniversary in 2024 and the Grand Prix Cuisine Actuelle has already boasted 9 years of success. These moments of meeting with readers and advertising brands are places for exchanges and testimonies that strengthen the spirit of community. It is also a vector of commitment for partner brands since peer reviews or recommendations are a guarantee of confidence in making beauty product purchases for 55% of women. ⁽⁵⁾.

(1) Source: CSA Health Observatory for PMS 2023 (2) Storymind New Femininities Observatory for PMS 2022
(3) Source ONE NEXT Global 2023 H1 (4) Source Médiamétrie Net Ratings average 2023 – 3 screens (5) Prisma Media panel study, February 2023