French Newspapers Look to Cash-In on TV Ad Ban

08 January 2009

PARIS: As primetime advertising is phased-out from the four channels of French state-owned TV broadcaster France Télévisions, thirteen of the country's daily newspapers have joined forces to attract marketers to splash their cash on print.

No ads will now be shown on the public network's channels after 8pm, with an outright ban by 2011, as part of a controversial plan by the country's president, Nicolas Sarkozy.

Forecasters estimate the move will cost France Télévisions €450 million ($612m; £411m) a year, and the Puissance PQN print alliance is offering an 80% discount on ad rates in January in a bid to attract marketers looking to redirect their budgets.

Publications taking part include Le Monde, Le Figaro, Les Echos, L'Equipe, Libération, France Soir and the International Herald Tribune, which have a combined readership of 11.1 million.

A full-page execution in each newspaper running for eight consecutive days, alongside ads on the titles' various websites, will now cost advertisers €200,000.

Data sourced from M&M Global; additional content by WARC staff