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MARKET OVERVIEW

1.1 Presentation and definition of the market

The children's press market covers all written press titles aimed at an audience under 18 years of age. It can be segmented by age categories: the early years press (0-6 years), the children's press (6-9 years), the junior press (8 years and ), and the teenage press (12 years and ). The children's press is made up of a very wide variety of publications in three main genres: educational, entertaining and adolescent.

The youth press market in France is largely dominated by three national leaders Bayard Presse/Milan , Disney Hachette Press and Fleurus Press .

There are currently 334 youth magazines and more than 9 million readers . If, according to cPMA The market for the written press is in constant decline, as shown by the significant decline in physical sales of newspapers and magazines. However, the youth press seems to be resisting rather well to the problems of the distribution network.

Historically, the first periodical for young people in France, entitled the Education Journal was published in July 1768. The youth press developed in the second half of the 19th century, then evolved in the 20th century with technical progress and in particular the appearance of the image In 1934 is published Mickey's Diary which to date is considered to be france's oldest youth magazine still in operation .

1.2 A general decline in print media consumption in Europe

According to a survey conducted by the European Commission on media habits in the European Union (***) in ****, **% of Europeans say they read the written press every day, down * percentage points from ****. [***]
This is part of a gradual decline in print media consumption in Europe According to the same survey, the penetration ...

1.3 The youth press, a "French cultural exception"

The youth press in France is still as powerful as ever
Of the ** million children aged * to ** in France, **% of them read the youth press, i.e more than * million readers .
According to the Syndicat des Éditeurs de la Presse Magazine the French youth press market covered *** youth magazines in ****, of ...

DEMAND ANALYSIS

2.1 A readership segmented by age groups

We're counting more than * million readers of children's magazines The majority of children aged * to ** years old are in this age group.
Young people regularly read the youth press, especially children between the ages of * and *. According to a barometric study Junior Connect' **** of Ipsos MediaCT in ****, a benchmark study on ...

2.2 Young people maintain regular reading practice, despite the hyperconnection

Conducted online among *,*** children and young people under the age of **, representing a population of ** million people, the study Junior Connect' **** of Ipsos MediaCT shows that young people's hyperconnection does not prevent them from continuing to read
The study indicates that **-** year olds spend an average of **h** on their ...

2.3 A very cyclical demand for youth press

On the one hand, the reading times of the youth press according to age show a cyclical demand. Indeed, according to the Syndicat des Éditeurs de la Presse Magazine The reading times are important: on average, a child spends * hours ** minutes a week reading a children's magazine, mainly on Wednesdays, weekends ...

2.4 The youth press maintains strong links with its readers

Young people discover the youth press at a very early age **% of *-* year olds and **% of *-** year olds read at least one youth magazine a year. They often attach great importance to it: **% of young people look forward to reading their magazine, and **% of them read it in one ...

MARKET STRUCTURE

3.1 A relatively concentrated market

The children's publishing sector has not escaped the phenomenon of concentration affecting the entire publishing industry. If the Ricochet-Jeunes has *** children's publishers, * main groups account for more than **% of the market turnover [***] :
The hachette Group (***) ; The editis Group (***) ; The madrigall Group (***) ; The bayard Group (***) .

Source: ****
Added to this are medium-sized publishers ...

3.2 Production in paper format falls

There is a general decline in sales of print media in France, as shown in the graph below concerning the evolution of Diffusion France Payée (***) of the general public press.

Source: ****
Similarly, the number of companies in the newspaper printing industry in France fell sharply between **** and ****. There will be ...

3.3 Digital media replaces paper format

Source: ****
This graph shows that the share of readers of digital newspapers and magazines increases in France between **** and **** . In ****, **% of all respondents reported reading newspapers and magazines online; they are **% in **** which indicates a structural increase in this rate.
It is also noted that the ePaper The digital replica of ...

3.4 A suffering traditional distribution

Two major companies share the press distribution market in France
Source: ****
Created in **** and ****, both are now facing financial woes . Presstalis recorded an operating deficit of ** million in **** *** million would be needed for a rescue plan
In particular, they are impacted by the reduction in the number of sales outlets. There ...

ANALYSIS OF THE OFFER

4.1 A wide variety of offerings from daily to monthly

Panorama of the main daily newspapers for young people
Source: ****
Panorama of the main weekly and fortnightly publications for children and young people
Source: ****
Overview of the main monthly or higher frequency youth press publications
Source: ****
New titles continue to come out every year
Although some titles are very old, such ...

4.2 The most popular youth books and magazines in France

According to a study Gfk dating from ****, novels and albums account for half of the children's book market in both volume and value. Reading is the most represented segment, accounting for **% of the market in volume and **% in value respectively.

Source: ****

Source: ****
The Syndicat des Éditeurs de la Presse Magazine establishes ...

4.3 Variable prices depending on the type of stores

When you look at the main titles posted on the site PressedeFrance The average unit price of the few best-selling issues by age category is €*.**. Note that the price range goes from *,**€ for The Spirou newspaper at *,**€ for Animeland .
Consumer prices vary significantly depending on the type of distribution (***)

Source: ****
According ...

4.4 The digital trend, or how the youth press is resisting the screens

The youth press, a cultural specificity
The sector can count on best-selling titles and timeless bestsellers like I like to read (***). [***]  
The strength of subscription-based offers
The Syndicat des Éditeurs de la Presse Magazine indicates that **.*% of youth press distribution is by subscription compared to barely half of the circulation for ...

REGULATION

5.1 A specific regulation, different from other publishing sectors

In France, two laws regulate the distribution of the youth press
The Act of ** July **** on publications intended for young people amended by Article ** of the Ordinance of ** December **** and by the Law of * January ****
Article * "The publications referred to in article * shall not contain any illustration, story, chronicle, column or ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Groupe Bayard/Milan
  • Disney Hachette Presse (DHP)
  • Fleurus Presse
  • Mondadori Magazines France
  • Société Alsacienne de Publications
  • Éditions Dupuis
  • Éditions Faton
  • Enrick B. Editions
  • Les Presses d’Ile de France
  • Gallimard Jeunesse
  • Flammarion Jeunesse
  • Hachette Jeunesse
  • Belin éditeur
  • Presstalis
  • Les Messageries lyonnaises de presse
  • Éditions Jibéna & Cie

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chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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Arnaud Walter

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Amaury de Balincourt

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Pierrick Cudonnec

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Maelle Vitry

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Héloise Fruchard

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Imane Essadiq

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Vincent Defrenet

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Eva-Garance Tison

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Michela Grimaldi

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Jules Decour

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Alexia Vacheron

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Anna Oeser

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Gabriel Salvitti

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