Etienne Portais, BSB'10 : Co-founder of Maddyness

For several years now, the media have been at a crossroads, facing strategic and structural challenges. Étienne Portais (BSB'10), co-founder of Maddyness, perfectly illustrates these challenges with a medium in constant reinvention, founded in 2013 to highlight the ecosystem of innovation and entrepreneurship.

Longevity remains a major challenge. "Many media are born but struggle to survive due to fragile business models," stresses Étienne Portais. For Maddyness, the solution lies in diversifying its activities and expanding internationally, particularly in the UK. 

Technology is also a lever for transformation. "Artificial intelligence allows us to improve our productivity, but it doesn't replace human expertise. This hybridization of technology and authenticity guarantees credible, balanced information, essential to maintaining readers' trust.

What's more, in a world saturated with content, including fake news, the media play a fundamental role in the development of critical thinking. "At Maddyness, we address a B2B audience, which reinforces the importance of our credibility. We take care to check our sources and multiply our points of view to offer reliable, nuanced information," explains Etienne. Indeed, with over a million readers a month and between six and ten articles published every day, the editorial team is confronted with the impact and consequences of its publications. 

Between the quest for credibility, technological adaptation and ethical commitment, the media's mission is not simply to follow trends, but to anticipate, question and build solid bridges between ideas, values and audiences. "The importance of critical thinking and collaborative work are essential qualities for success in a constantly evolving world. The media are at the heart of the transformation of our society. They enable us to disseminate ideas, create links and stimulate innovation," concludes Etienne Portais.