Founder of Le Crayon media
Le Crayon is a new digital media created in 2020 that accumulates over 40 million views every month on Instagram, YouTube, Facebook, LinkedIn, Snapchat and TikTok.
Wallerand, cow would you define the editorial line of Crayon's editorial line?
Le Crayon's mission is to unite society across the divide and beyond, enabling dialogue and the emergence of civic-minded ideas. This is reflected in our 3-pillar editorial line. Debate, because we always have a contradictory angle. Time, with programs lasting between 30 and 90 minutes. Mixing genres, by bringing together personalities who don't cross paths: putting a minister face to face with a youtuber, an author face to face with an influencer, or an X- actress face to face with a priest. This brings together communities traditionally locked away in their respective algorithmic bubbles.
What are the differences between traditional and new media?
There are 2 differences: codes and image. The codes of the new media are those of a generation born with the Internet, who need authenticity and originality, and who see social networks as a new medium for information, reflection and commitment.
Image is all about storytelling. Distrust of the press is at an all-time high (24% trust in France, according to Reuters), and it's through renewed storytelling that new media are succeeding in creating a stronger following. This image creates bastions of credibility and commitment, which have a boulevard to challenge the players who have been in place for decades.
In your opinion, are digital media destined to replace more traditional media?
New media like Le Crayon and Les Pépites de France are not updates of what existed before, but a new editorial proposition. It's a new editorial proposition that brings what's missing in today's media.
On the other hand, it's certain that in 5-10 years, traditional media that haven't caught the digital media wave like ours will run the risk of falling or even disappearing altogether. Media is an industry where you break through quickly and fall even faster. The under-35s won't switch to traditional media as it is, while the over-35s are already starting to look at Le Crayon, Brut or Hugo Décrypte...
