Back to Our Areas of Expertise
Marketing & audience
Since 2020, we have been helping media organizations, NGOs, and institutions define and structure their marketing strategies to align their editorial vision with their audience’s expectations and habits.
Would you like to promote your media outlet, build reader loyalty, or launch a fundraising campaign? Tell us more about your project by filling out our form. We’ll get back to you shortly.
Our approach
In the media, marketing is often viewed as secondary—or even suspect—even though it determines a publishing project’s ability to attract and retain its audience. At [company name]Médianes, we use it as a direct tool to develop viable and sustainable business models that align with our audiences’ expectations.
We encourage media organizations to put their audiences at the center of their business model. This approach echoes a definition of independence proposed by economist Julia Cagé: “news funded by those who consume it.” This requires a deep understanding of one’s audiences, identifying points of contact with them, and determining the most relevant messages to engage them.
We advocate a product-oriented approach to media that integrates journalism, design, marketing, technology, and management to ensure consistency between editorial content and the means to sustain it financially.
Our services
From launch campaigns to newsletter strategies, here’s how we work to grow your marketing efforts and your audience.
Identify a media outlet's positioning and audience
Launching a project without knowing exactly who your audience is or what makes your project unique means running the risk of losing focus in the very first few months. Whether you’re preparing for a launch or a campaign—or even if you’re an established media outlet looking to rebuild your foundation—we help you identify your target audience and refine your value proposition, distribution channels, and messaging through themed workshops that solidify the project’s strategic vision.
In the early stages of the launch of Fracas, a media outlet dedicated to environmental issues, we worked with the founding team to refine their strategic vision: value proposition, target audiences, distribution channels, and messaging were refined through a series of thematic workshops, prior to the fundraising campaign and the website’s design.
Build your business model
A business model must always be consistent with your editorial direction and the audiences you are targeting. We help you identify revenue streams that are tailored to your editorial offering, your target audiences, and your editorial products.
Choosing a primary revenue model—whether donations, membership, or subscriptions—doesn’t prevent you from exploring other complementary revenue streams: events, e-commerce, grants, merchandise, and more… We help you build a diversified model without ever losing sight of your editorial line or the trust of your readers.
Launch a fundraising or pre-sale campaign
A campaign can’t be improvised: it’s based on clear objectives (financial, editorial, community-based), choosing the right format (donations, presales, memberships), a structured offer (rewards, funding tiers), a campaign page designed to drive conversions, and engaging content (emails, social media, messaging). We’re involved at every stage, from strategic planning to operational management, all the way through to analyzing results and ensuring the model’s long-term sustainability.
In 2025, we partnered with Le Cri, the first “Christian, radical, and joyful” media outlet, to help frame and then execute its campaign using a reusable presale platform: €50,000 raised in two days, over €120,000 raised in one month, and more than 2,000 orders placed. Pays and La Disparition also used crowdfunding as a launch tool to test their editorial concepts and build an initial community even before the release of their first issue.
Develop a model for donations, membership, or subscriptions
Donations, memberships, subscriptions, or presales: regardless of the format chosen, making public support a pillar of the business requires a deep understanding of your audience, creating an appealing offering, and fostering long-term engagement—including audience research, defining offerings, page design, follow-up messages, and sponsorship.
Since 2022, we have been working with Vert to develop a model based on donations followed by membership, which now accounts for 90% of its revenue. We are carrying out similar projects with Reporters Without Borders (subscriptions), La Déferlante (more than 13,500 subscribers), and StreetPress (more than 6,000 regular donors).
Structuring a B2C and/or B2B offering
In addition to consumer subscriptions (B2C), some media outlets are developing offerings specifically for professionals (B2B): group subscriptions, licenses, or partnerships aimed at businesses, government agencies, or educational institutions. We help you structure, position, and sell these offerings.
In 2025, Le Monde, France’s leading news website, sought to strengthen its offering for professionals in order to better promote its group subscriptions. We conducted an audit to identify the strengths and weaknesses of the existing offering, then led a series of workshops with the sales team to refine target audiences, formalize sales pitches, and develop the internal sales methodology, before concluding the project with an operational roadmap. We have carried out similar projects with POLITICO, Le Monde diplomatique, Arrêt sur images, and Contexte.
Design and distribute newsletters
More than just a lead generation channel, a newsletter is a full-fledged editorial product: we support its editorial and graphic design, its distribution strategy, its automated email campaigns, and its long-term analysis.
For Fracas, we designed a comprehensive ecosystem of newsletters, conceived as an extension of their editorial line: a set of recommendations covering both content (objectives, formats, sections, tone) and form, with a focus on the sequencing of calls to action. In 2024, we supported Disclose in launching new newsletters, coordinating emails and social media to build a cohesive path toward engagement. And for Les Jours, we designed the layout for their Scrountch newsletter: an airy structure, a recurring motif, and sections that are instantly recognizable.
Examples of projects
Fund the mission
Our services are customizable, flexible, and eligible for funding. They start at €2,550 (excluding tax) for a targeted consulting project (for example, a presales or donation page module).
Depending on your situation, they may be funded:
- through a campaign or launch budget,
- through a public or private grant,
- or covered under professional training funding, if the support takes the form of a training program. Médianes is a Qualiopi-accredited training organization, which allows for funding through your OPCO.
Let's talk about it: We'll help you identify the right funding format and method for your project. Contact us.
We're here for you every step of the way.
We strengthen the editorial, financial, and technical independence of media organizations, NGOs, and institutions through customized projects and training programs.
We stand by you, leaders and teams, to help you design and implement the strategy that best aligns with your editorial vision, the needs of your audiences, and your mode of operation.
Frequently asked questions
What types of organizations do you work with?
Media outlets, organizations, institutions, local governments, associations… We work with a wide range of entities, while adhering to the values and standards set forth in our editorial and ethical charter.
How can you work with us?
Rather than providing a standard quote, we prefer to speak with you first: every project is different, and an initial discussion allows us to fully understand your needs, your situation, and your goals before proposing a solution that’s right for you. Fill out our support request form, and we’ll get back to you shortly.
What kinds of assignments do you handle?
Our services cover all the areas of expertise needed to develop a media outlet, an NGO, or an institution: editorial positioning and audience analysis, fundraising campaigns, business model development, website creation or redesign, visual identity, administrative support and grant seeking, and organizational and HR structuring. Find details about our areas of expertise on our Services page.
How long does a coaching program last?
Our services are tailored to your needs. Some projects last just a few days or weeks to address a specific need—such as strategic planning, a graphic redesign, or a training module. Others span several months or even years when it comes to providing ongoing support for a project. We’ll work with you to develop the approach that best fits your schedule and budget.
What is Qualiopi certification?
By earning Qualiopi certification, Médianes has received recognition for the quality of the process it has implemented for its training programs. The goal is both to guarantee the high quality of the training we offer and to enable you to receive training through professional training assistance.
How can I pay for coaching or training?
Our support services are flexible and designed to fit your budget and your project. They can be funded with your own resources, through a public or private grant, or covered as part of vocational training when they take the form of a training program (Médianes is a Qualiopi-certified training organization).
In this case, there are several options available depending on your status, including your OPCO if you are an employee (AFDAS in the media sector), the AFDAS freelance fund if you are a freelance journalist, assistance from France Travail, SCAM grants, your training insurance fund if you are self-employed, or an installment plan using your own funds.
Not sure where to start? Let's talk: we'll help you identify the right format and funding option. Fill out our support request form so we can understand your project.
Are Médianes training courses eligible for the CPF?
No, not yet: they are not recognized by France Compétences under the RNCP. We hope to successfully submit an application for recognition of a media founder certification.