Local pure players in Southern France aim to reinvigorate local journalism through innovative editorial strategies and participatory practices, but face economic constraints. Three players are profiled: Marsactu focuses on investigative journalism and has doubled revenue but still loses €100k annually; Carre d'info closed in 2013 after struggling to attract sufficient advertising or subscription revenue; and Ariègenews earns most revenue from municipal advertising and videos while maintaining close ties to authorities but has difficulties investing as revenue stagnates. Overall, while the players emphasize proximity and participation, their small audiences and reliance on public relations limit their economic viability.

1. Local pure players in
Southern France
Between journalistic diversity
and economic constraints
Nikos Smyrnaios (University of Toulouse),
Emmanuel Marty (University of Nice)
Franck Bousquet (University of Toulouse)

2. The context
Local news in France is an oligopolistic market
Diminishing circulation & ad revenue
Newspapers conservative on the web
“Nouvelle vague” of journalistic start-ups
Pure players are independent, participatory, innovative
but economically weak
Proliferation at the local level

3. The questions
What are the editorial strategies and journalistic
practices inside local pure-players ?
What are their business models ?
Is there a chance that such players survive and
reinvigorate local journalism ?

4. The research ground
Name
Founded
Area
Audience
Revenue
Staff
Sources
Marsactu.fr
2009
Marseille
pop. 1,5M
200k UV
€220k
(-€100k)
10/5
Advertising
+PR films
Carredinfo.fr
2011
Toulouse
pop. 900k
60k UV
€12k
4/3
Advertising +
subscription +
teaching
Ariegenews.com
2007
Ariège
pop. 150k
450k UV
€254k
(-€10k)
8/2
Advertising
+PR films

5. The players
Marsactu: investigative journalism, economy, politics.
Target: urban, upper class, educated, liberal. Founded
by an experienced manager
Carré d‟info: inspired by Rue 89, society, culture,
technology, neither crime, nor sports. Target: urban left
leaning. Founded by young idealistic journalists.
Ariège News: everyday life in the country, politics, sports,
economy. Target: rural. Founded by an experienced
entrepreneur.

6. Relations to the public
Ariège News‟ proximity to its public: geographical
Marsactu: geographical + sociological
Carré d‟info: geographical + sociological + political
Urban educated public:
commentator, informant, watchdog, disseminator
Marsactu+Carré d‟info: strong participatory culture
Facebook & Twitter larger than Google
Priviledge local audiences (advertisers „target)

7. Strategies & practices
All: at least as much field reporting as desk work
Marcactu & Carré d‟info: intense use of social networks
for research & promotion
Loose hierarchy & highly autonomous work
Marsactu & Ariègenews: good terms with local
authorities and business
Multitasking (text, video, photo)
Marsactu
Hard
News/investigati
on
Carré d‟info
Ariègenews
Soft News

8. Business models
Unable to attract sufficient revenue from subscription
or/and advertising
Carré d‟info closed in December 2013
Ariègenews‟ main revenue sources: advertising and PR
film production mostly for municipalities and local
authorities. Close to breaking even but difficulties in
investing. High video distribution costs. Revenue
stagnating
Marsactu‟s main revenue sources: advertising and PR
film production mostly for business. Tripled revenue
between 2012 and 2013, €100k losses

9. Local pure players
Proximity journalism (geographically but also
sociologically and politically)
Strong participatory culture
More critical of local politics & business
Outdoors journalism as opposed to desk
But…
Dependency on PR activities, difficulties in investing,
small audiences of opinion leaders