Mr President, dear Bruno LESOUEF,Ladies and Gentlemen,Dear friends,

You are right to point that out, Mr. Speaker, I like the press
French magazine. Its quality in fact, internationally, a
cultural specificity, of which our country must be proud.
Just as you yourselves must all be proud of the exemplarity with
which you have so well defended your publications, on all fronts, in
over the past two years.
In 2009, I was called upon, as you certainly were, by the
speech by Maurice Levy, who, right here, at the 7th edition of the
magazine of the year stated that it should not be expected that
Emerging Crisis for Traditional Media”. As you were
most severe storm in recent decades, the subject could be
considered to be at least provocative. He invited you to renounce the
“usual anti-crisis recipes” and instead tackle a change
radical leading to shatter some misconceptions and
certain situations acquired in order to adapt to the reality of the 21st century».
The least we can say is that you took him at his word. Without paying
in a speech full of angelism that would announce the end of the
tunnel”, I must admit that you have, in two years, perfectly
Maurice Levy took his vows.
The magazine press is always and above all, you did it
a tradition of commitment, a set of talents and a
real risk-taking for publishers to which the Ministry of Culture
and Communication is fully involved. You know, you have
found, I have taken the measure of the eminent role that the magazine press plays
in the general media economy.
The vitality of the magazine press depends on a vast network of
economic partners: in the distribution of course - couriers,
press depositories and broadcasters - which continue to concentrate all
attention, but also a large number of journalists and
photojournalists, creators in the broad sense, to whom I attach great importance
of course the highest importance. Because, as a last resort, it’s about
the quality of your content and brands.
The essential role of the magazine sector justifies all the attention
the State. Our efforts seem to be rewarded with
market indicators that show a very clear reversal of trend
after the severe depression of 2009.
Even if it does not make it possible to make up for the worrying losses of the year
increase of nearly 5% in advertising revenues
recorded in 2010 is remarkable. It demonstrates the
rebound in the sector and confirms the attractiveness of your publications. On the
sales, women’s press goes up, news headlines
These are also encouraging signs.
At the same time, for the first time in
the audience of the magazine press ceases to deteriorate. If the trend
remains negative, it is no less encouraging. It encourages us to
continue on the path of modernization and adaptation
for the past three years. The challenge is clear: it’s about bringing your brands to life
the time of digital convergence and new
reading. It is our collective responsibility.
It is in this spirit that the Service Development Fund
Online Press was created in 2009 and that 20% of the aid granted
since its creation have benefited the magazine press. The
reflect current questions about the multiplicity of
economic models of the Internet. The majority of projects include
from now on, different versions of websites on the mobile internet. The competition
between sites also encourages publishers to develop content
present in many files, and to better use
their photographic resources, as well as to develop new
information processing methods, in the image of
The files submitted explore and experiment with new sources of
revenues, such as progressive access to items
fees. But it is mostly the appearance of tablets - Ipad and others
similar terminals - which sparks in magazine publishers
high hopes for development, in the form of subscriptions or
sales. It is not insignificant to note that certain brands
paper, which had sometimes disappeared from websites, thus reshaping their
appearance on mobile media.
Giving new impetus to the written word means meeting the expectations of
readers. It is our duty not to disappoint them by offering them access to
quality information and content produced by journalists
professionals familiar with new environmental requirements
media. In this context of profound renewal of practices
questions about the new missions of the
journalists, it is absolutely essential to reinforce and reaffirm
the values and careers of journalism.
This is what motivates my commitment to fundamental reflection
on the future of vocational, initial and continuing training. This is
the objective entrusted to the National Conference of Journalism Professions
meeting for its second edition in September. The
Conference is a permanent working group, its work is
quality; they engage the future of the profession and your editorial staff. I
finds that unfortunately too few publishers participate. I benefit
therefore from the forum offered to me to encourage you to join this
Conference that is to journalism what the «Bichat Talks»
are in medicine.
However, in the field of information, at a time of globalisation and
global information networks, not everything is at national level. A
the digital hour, it is important to think about the future of information and
media on a European scale, notably to address the
Digital VAT at reduced rate.
Its application to the online press is complex in that it
requires the accession of the European Commission, the Parliament
and the Council of the European Union. That is why,
a few weeks of the «G8 of the Internet» to be held in Deauville, I
welcomes the fact that European publishers are mobilizing collectively and
take over from the positions displayed by
France three years ago already after the Estates General de la Presse
written. “Civilize the Internet”, as the President of
the Republic, it is notably to act in favour of a development
balanced digital press.
In this context, the report of the reflection and proposal mission
entrusted to Jacques Toubon on the challenges of the digital revolution
with regard to European tax rules, will support the work of
conviction already undertaken by the Ministers of Finance, Affairs
and by myself.
If digital is a major issue, we must not deny the
the foundations of the written press. The latter is the source of the
freedom of expression and the right to information: its pluralism and
diversity are democratic guarantees that must be preserved and
to strengthen.
In Michel Houellebecq’s book, La carte et le territoire, Jed, le
"hero", denigrates the "media fetish" of the written press, "survivance
strange, probably condemned in the short term". Analysis somewhat
pessimistic science fiction lover, eminent specialist of
Lovecraft. I prefer pragmatism that values the written word in its
various expressions, paper and web. The complementarity of media
is the best defense against the uniformity of sources and the
standardization imposed by the so-called “screen society”.
Robert Darnton says no other thing when he mentions in Apologie du
book. Yesterday, today, tomorrow the parallel development of intelligence
digital and learning through the book and paper format
in 21st century society.
The materiality of paper raises the question of its distribution. Like you
as you pointed out, it is still in great difficulty despite the efforts
of the state and the profession. These efforts continue, you
support them. I will take as an example the exceptional support of
the state to specialty broadcasters, which my services are preparing to
renew in 2011; or, the Kiosk Development Plan,
cultural trade promoting local ties, which led to the
the signing of an agreement between the Department, the
Conseil Supérieur des Messageries de Presse, and the
Mayors of France (AMF). The objective of this convention is to achieve
the creation in France of 300 new kiosks in three years, a
increase of about 40%. I said, a kiosk or a broadcaster of
press that opens, it is an actor of the social bond that is created or reborn,
it is a place of sociability and encounters to which we give life, it is a
opportunity for the exercise of democracy.
The magazine plays an essential role in this local system where,
As you rightly pointed out, Mr President, the relationship between
confidence with the reader has been established step by step, with access
and deep disappointments as the portraits, the
chronicles and mood notes that mark our daily lives. The
magazine sheds light on information, feeds debate, reinforces critical thinking
and citizenship through the perspective of a common future and
shared references.
Beyond the legitimate emotions that inevitably arise
the hot event, taken in a loop at the planetary level, there is the analysis
and the intelligence of facts and men. Beyond the dictatorship of
the urgency” noted by some essayists, there is the understanding of
long-term issues, time management and the
information. It alone can lead the reader to build his
to offer him a real complexity and a real density.
The place of the magazine is, again, unavoidable, as evidenced by
the winners of this ninth edition of the Magazines of the Year,
I would like to congratulate you warmly. The press
magazine accompanies moments of serenity, moments of waiting,
travel: she is almost a «little madeleine» of
existence, a time marker, a companion who plays with our
as well as with our desire for knowledge and our willingness to
know. In other words, it is fully in my view a product
The European Community’s Member States are
one of the leaven of “cultural diversity” that I would like to hope for.
Thank you.