The European category leader in digital magazine subscriptions, Readly, has announced that it has launched in France with over 6700 international magazines and newspapers and French titles such as Libération, GQ, Cosmopolitan, Maxi Cuisine, Public and L’Express. This marks the start of a 3-month long consumer launch campaign with a customer centric approach - “Readly for the Reader” which aims to build awareness of the Swedish brand based on analysis of French readers and their reading habits. The French magazine and newspaper market is estimated to be worth 7.5 billion USD in 2022, it will become Readly’s fourth core market. 

By joining Readly, publishers will benefit from additional revenues, increased reach and digital presence. They will also be able to gain a better understanding of readers' habits through 50 billion data points generated on the platform. In addition, Readly allows publishers to increase their top line circulation figures since issues read on Readly count towards ACPM numbers.

The “Readly for the Reader” campaign - creatives that will elevate French editorial

To create buzz for the European category leader, and introduce users to the new service, Readly has teamed up with event agency UNEXPECTED to do a series of guerilla PR and marketing activities. Based on data and analysis of French readers and their habits, the campaign aims to highlight the diverse needs, for example the need to be informed, creative and inspired, as well as the value and consumption of content in France. The insights include that 48% of French consumers read to learn and educate themselves and 33% read to keep updated and informed. 

A number of street marketing and PR activations are planned over the coming months, inviting French subscribers to explore what type of reader they are and to connect with the content on the platform. The campaign starts with four activations going live in the first stage of the consumer launch; 

• a scratch card give-away competition at subway stations in Paris
• experiential out of home activity by means of a truck driving around Paris showing the huge range of French content on Readly
• quizzes
• so called ‘news criers’ that will be promoting and handing out free trials of Readly. 

This is combined with an extensive out of home and digital out of home advertising campaign across cities as well as acquisition and influencer marketing. The launch also includes partnerships with Fnac, Huawei, Glossybox, N26 bank and several other brands. To reach French speaking consumers in other markets, Readly has specific campaign sites ready for Belgium, Luxembourg, Switzerland and Canada.