Methodology

A survey fed by publishers

The Tech Stack study is based on distincts questionnaires published online, accessible to respondents during a month each year:

All editors or technical, marketing, editorial or advertising team managers who wished to do so were able to answer questions directly on these forms.

The first phase of the analysis consists in removing responses that do not describe Tech Stacks from media sites. In addition, we only retain responses submitted by :

  • Digital media (in the sense of “publishing information online”)
  • Qualified media personalities working directly for those medias

We therefore exclude responses that do not meet these two criteria. On the other hand, we do not filter responses by media type or size. Thus, responses from groups with several hundred employees and those with a handful of journalists are treated with the same weighting.

We are then able to analyze the responses to provide a dual approach to each tool cited: their market share among respondents (or coverage rate) and an assessment of their quality.

Each tool is rated by its user on a satisfaction scale from 1 to 10, according to the following grid:

  • Note 1: tool used for want of a better solution (for reasons of cost, lead time, availability, technical compatibility, etc.) but replacement by another solution is ardently desired by the respondent.
  • Grade 10: a reliable tool whose functionality fully meets the needs of the user, who is not considering replacing it.

It goes without saying that, from one medium to another, the scores attributed to the same tool vary according to a number of factors: nature of needs and level of requirement, size of site, overall consistency of solutions, and so on. On the other hand, aggregating the scores of all the tools performing the same function allows us to determine whether, in France, we feel well served by our CMS, datalake or mapping tool.

The questionnaire also included a free comment field to accompany the note.

Some of these comments are quoted to enrich the study, while respecting the anonymity of the respondents.

As the last two years have been marked by the emergence of generative artificial intelligence, the survey also polled respondents on their use of so-called “AI” tools.

In 2023, a general question on the use of Artificial Intelligence only enabled us to gauge the interest of software publishers in these solutions. Since 2024, the focus is now on determining which AI to use, for what purposes and with what business objectives.

Finally, at the end of each questionnaire, a single score was requested in response to this question: how would you rate the Tech Stack you use, from 1 to 10, in relation to your strategic objectives?

The participants

As the questionnaires are freely accessible, participants can answer as a group, with several titles, or as a single medium. Sometimes one person per group took part, sometimes several per title.

The logos of the main titles or groups are reproduced in each report, to help you locate the respondents without going into an enumeration. The complete list of respondents is given in the introduction to each chapter.

Survey participants include :

  • the majority of national daily press titles;
  • some audiovisual media brands (radio, TV) ;
  • magazine titles: general, business and entertainment weeklies;
  • regional press groups: daily and weekly ;
  • pure-players (websites without print versions);
  • some trade press groups.

In accordance with the engagement to confidentiality made to respondents, all responses have been consolidated and processed anonymously. Specifically, we have analyzed the answers given, having previously masked the respondents’ identities.