Paris Match launches on Snapchat Discover

Paris Match, first published in 1949, covers a range of topics – breaking news, politics, celebrities, entertainment, technology,  economics and more – across multiple platforms.

Marion Mertens, senior digital director at Paris Match, told FIPP Discover and Snapchat felt close to the Paris Match culture, making partnering on Discover a rather obvious choice. “We do stories with a human perspective and strong visuals.”

She explained that it fits in perfectly with the brand’s continuous exploration of “new formats and new forms of storytelling to promote our journalism on different platforms; and to reach the readers wherever they are. What is also really interesting to see, is that the that the team producing Discover includes print and digital people, working together on a new project.”

Discussions with Snapchat started end of April this year after FIPP facilitated introductions to the Discover team in the US. “We agreed to produce 5 test editions with 10 stories in each of them. After reviewing them and liking our visual storytelling, Snapchat decided to take us on board as part of the French Discover portfolio, formally launching on 15 September”.

According to Mertens there are some eight million daily active Snapchat users in France, with the majority aged 15-34. “It is very important for us to reach this younger readership segment with strong visuals and quality storytelling.”

Paris Match produce a daily “mix 10 to 14 pieces” for their Discover channel, “covering news, celebrities, royals, science, inventors  and more, as Paris Match has been publishing for the last 70 years. It really is really a partnership with Snapchat where they bring us their technology and Discover experience from their US, UK and Australia and we bring them our journalism.”

The immediate aim is on “producing our daily editions on Discover seven days a week. We want to make sure to get the rhythm right, while keep the quality the Paris Match brand is associated with.”

Lagardère Active is a member of FIPP.

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