As the media landscape changes, seven longstanding competitors in the French newspaper market have been working together in an unprecedented way to test whether e-paper is a viable device to take newspapers forward. However, now that the test is over, each seems to have formed a different opinion on how to take this new publishing platform to the next level.

Electronic paper, or e-paper, is a portable display technology designed to mimic the appearance of ordinary ink on paper. It can be refreshed or rewritten countless times, thus negating the need for dead-tree paper. With rapidly rising paper, printing and distribution costs, such a device could be a boon to newspapers everywhere - if readers accept the device.

To gauge public demand for e-paper, the three main national French dailies, Le Monde, Le Figaro, and Libération; the sports paper L'Équipe; the tabloid, Le Parisien; the business paper, Les Échos; and the entertainment-magazine Télérama, joined forces with telecommunications company France Telecom to test the Read&Go e-paper device. The survey group consisted of 120 people and took place over the course of the past few months. Having recently ended the test, Le Monde, Les Echos and Le Figaro revealed their findings.

Le Monde's sceptical optimism

According to General Director of LeMonde Interactif, Dao Nguyen, newspapers have felt compelled to design their own e-paper device. At the IFRA International E-Reading Conference in Paris, Nguyen said that the reading experience of newspaper content on the current devices in the market - for example the Kindle and Sony E-Reader - is unsatisfactory, going so far as to say, "There is no newspaper experience on a Kindle. They have shoved a newspaper into a book device." Nguyen feels that the makers of the current e-readers did not consider newspapers at all when designing the devices, commenting, "I don't blame them. Amazon is interested in selling books through Kindle."

However, despite these issues in its conception, Le Monde reported some positive findings from their e-paper trial with Read&Go. For instance, e-reader users read the device in the same fashion as they read a newspaper's print edition, ie, spending 20 to 30 minutes reading the news in one sitting. These numbers are much higher - and better for advertising revenue - than those of reader time spent with online editions, where people scan headlines and hop in and out throughout the day. Furthermore, the trial users were positive about the experience. According to an article in the New York Times, at least one user of the Read&Go device enjoyed the fact that it is both usable in direct sunlight, something difficult with a computer screen, as well as in complete darkness, which is impossible with a printed newspaper.

Following the test, Le Monde said it needs time to crunch the numbers and consider the statistics before fully committing, but that early indications are positive. Nguyen hinted that Le Monde feels confident that the relationship it has with its readers is strong enough that the paper will be able to sell a branded reader, possibly with subscriptions to Le Monde content. However, Nguyen refused to confirm if Le Monde is taking its e-paper experiment forward.

Les Echos: Want newspapers to work together

Contrary to the branded approach voiced by Le Monde, Philipe Jannet, Electronic Publishing Editor of Les Échoes believes that newspapers need to work together if they are to succeed with the new platform. During his presentation at the Ifra conference, he reported that users like to access many different news sources and therefore, a proprietary device will not work. Jannet believes that the newspapers must "own" the news they produce and pool their resources with other newspapers, thus having access to a pool of articles, much in the same way as Google News or Yahoo! News.

Les Échoes, according to Jannet, wants newspapers to group together to "sell articles", for example if a user is interested in the Cannes Film Festival, the news sources can provide the client with all the information they have on it in bulk. He expects a future where newspapers do not necessarily just sell newspapers with the new technology, but sell individual articles.

Le Figaro: E-Papers are the "Third Possibility"

In the same way that Jannet feels that newspapers should bundle content with other providers on e-readers, Clement Courvoisier, Digital Marketing Director of Le Figaro, was happy to have joined forces with the group of seven newspapers in order to test the device. Not only did it allow Le Figaro to share the expense of the experiment, but it also showed Le Figaro that there exists a "third possibility" to print papers and online editions.

Courvoisier does not expect a significant amount of extra work for newsroom staffers if the platform is introduced, as content is uploaded to the e-reader device much like it is to Le Figaro's website. Courvoisier stated that the there had "not yet" been any newsroom reorganisation due to the experiment, but he stated that it is still only in test phase.

During the test, no extra content was produced for this platform, Le Figaro used online articles for Read&Go; once again this could change further down the line if the product is released.

As at Le Monde, the visual style will be closer to that of the print edition. This is interesting as the news will be electronically provided making it conceptually closer to online, but perhaps because of its "hand-held" nature, the newspapers want it to reflect the print edition.

One consumer, multiple reading devices?

Despite the positive trial results, the path ahead remains unclear. A limited release of the product to test the waters seems the most sensible way to go - and a comprehensive advertising campaign - this is the type of product that consumers will either fully embrace or completely reject.

During her speech, Le Monde's Nguyen envisioned a future in which individuals have many devices for reading, but this seems an inconvenient and expensive prospect. What is more likely is that one device that meets all consumers various needs, including newspaper reading, will be the most successful.

Source: IFRA International E-Reading Conference, New York Times