There is a risk of cannibalizing The team

This Sunday, September 21, a little echo in the columns of the "JDD" jump in the eyes of Marie-Odile Amaury: the former sport Councillor of MTP Michel Moulin and the media néo-magnat Alain Weill (CTMR, BFMTV, "La Tribune"...) wanted to start together a new sports daily. Incredible. The rumor was running, but this time, it is safe: a competitor claims defy "The team" in his field! The last to be risked was called "The Sport", it was in 1987. The imprudent held only a few months. But the patron saint of the sports newspaper is suspicious. It said that Michel Moulin a dent against "The team", who étrillé him at his passing under the Parisian Jersey...

Two days later, the businessman throws the veil on his project: announced in booth for 3 November, the newcomer will be "10 Sport", "10 for number of swimsuit Zidane and Platini, Maradona", says his enthusiastic proponent. "The 10" talk about football and rugby, will be seven days, and especially it will not cost only 50 cents euro where "The team" is 1 euro Monday and 85 cents on other days. The secret of this broken prices A model "low cost" unpublished. 80 Journalists from CTMR will provide turnkey the bulk of the 24 pages of the newspaper. Michel Moulin will just edit the journal with the reinforcement of luxury consultants (Daniel Bravo, Luis Fernandez, Fabien Galthié...). Passionate about football, this southern outspoken, bearing skull shaved and costume brand, is a prudent business man: he has been a name and a small fortune by launching the weekly free "ParuVendu", which he resold to Philippe Hersant. For its part, Alain Weill invoice SMR services at "10 Sport". The two friends are associated with respectively 65 and 35, but is mill which bear the bulk of the investment.

Counterattack way Blitzkrieg

At the headquarters of the Group Amaury, near Saint-Ouen flea, is the action of combat. Marie-Odile, who took the reins of the family empire at the death of her husband Philippe, in 2006, takes the threat seriously. Because "The team" has lost its superb: sales crumble, and there was "The hidden Face of"Team"", the book-maintient of David Garcia, who has damaged the image of the institution. Michel Moulin may have sent a note to say that he sees his diary as "complementary" of "The team", the decision of Marie-Odile Amaury is taken: it must be an offside this daily "low cost"! It convenes a meeting of crisis as early as Friday, October 3. All barons are present: his arm right, Martin Desprez, François Morinière, and Rémy Dessarts faithful, the pattern and the Director of the writing of "The team", Jean Hornain and Vincent Régnier, who occupy the same functions at the "Parisian"... It is an opportunity to establish its legitimacy from press woman: "Madam Amaury", as it is known with respect, give them until Monday to prepare the draft of a project "anti-10". The group is not in the test run. In addition to "The Sport", fire "InfoMatin" (torpedoed by "Today" in 1996) and "Bild" French project (stillborn in 2007) are already included in his painting of hunting. "When it is attacked, it introduces the Blitzkrieg," fun a pillar of the House.

This little game of the shooting, it was Jean Hornain, the man who rides in Amaury, which prevails. October 6, his project "made in"Le Parisien"" receives the green light from Marie-Odile Amaury. Behind the scenes, Karim Nedjari, thirty-seven years, the Assistant Editor of the topic of the "Parisien" sports is joysticks. This pro has worked all weekend long on a concept that furiously resembles that of the "10 Sport": same positioning football, same tabloid format, 24 pages any quadri... all for 50 Eurocent! A clone, but with the "Paris" and "The team" means.

The name of the journal is all found: "Sports today", a new variation of the National Edition of the "Parisian". Little talkative, Jean Hornain said simply "wanting to test the market." Translation: If the title is his public, continue, otherwise, it closes shop... but not before "The 10" has rendered the weapons. There is a risk of "cannibalizing" "The team". But it is assumed.

"Commando T-10.

As early as Monday, October 13, Karim Nedjari is hard at work on the 5th floor of the building of the "Parisian". It brings him a "team" Motley, his old and young birds in CSD. Fifteen journalists in all. As early as next week, the team is transferred to the 2nd floor of the building Genvrain the Executive with access, computers badge brand new and instructed to "radio silence". Step of conversations to the well-kept secret equal coffee machine... "They have made Fort Knox, had never seen it", was surprised a journalist of the "Parisian". Jean Hornain was motivated by Rémy Dessarts: before landing at "The team", the latter was the famous project of the French "Bild". A sound

Monday, October 20, a race against time begins: need to create a log ex nihilo and the exit in 15 days! Goal: to be on newsstands November 3 in the "10". To motivate his troops, Karim Nedjari makes print t-shirts branded "Commando T-10"... The atmosphere is manly among sports journalists. "T-10" to "Kill the 10" The person belies: "T-10, is a serial number as the project which had been mounted to counter the French"Bild"was called"T - 9"". But T - 9 was quickly renamed "kill bild" internally. This side Tarentino goes well with the "canardage" preparing.

Because, at the same time, Michel mill and ten of the "10 Sport" permanent unpacked their cartons at 26, rue Oradour-sur-Glane, door of Versailles where Alain Weill has already installed "The Forum". Few ways, but the enthusiasm of mill and the logistical support of RMC compensate for improvisation. The captain of the "10" attempts to bring the talent on the other side: "he tried to entice away one by one our service of sports", tells a journalist of the "Parisian". Without success.

The beginnings are chaotic at "10". In the face, "Sports today" resembles an army in motion. Marie-Odile Amaury is taken to the game and his daughter Aurora, a lawyer with thirty-three years, is bombed the publication Director. After a few sleepless nights, Karim Nedjari and his team are able to get one zero number on 29 October. This is the surprise offensive: printed in the night on the "Parisien" rotary a photo of the "T-10" surrounding Marie-Odile Amaury immortalized the scene , the first issue of "Sports today" is distributed around the stadiums on Saturday 1 November. In one, the Marseille footballer Ben Arfa. Sunday, repeat. "The 10 Sport" was tacler. But the true appointment, it's Monday: November 3, the two "low cost" are in booth. Big disappointment. Poorly resolved pétantes colors, very short articles, paper a bit "cheap"... "" Today Sport"resembles a free in less well,"10", it is even worse," say demanding readers. "The team" does not have much to fear. But, in her interview with Zidane, "Le 10 Sport" succeeded a blow against "Today Sport", which has "only" Anelka: thanks to retape on SMR waves, Michel Moulin claims best 150,000 sold the first day... While Amaury announces best 100,000 on average for the week of the launch.

Soon, however, the release of the two titles crumbles. In the week, sales fall less than 60,000 and the atmosphere is warm to the "10": two editors resigned. The following week, it is worse, new entrants are less than exemplary 40,000. Michel Moulin Cree in the conspiracy: according to him, Lagardère would have "forgotten" to establish "The 10" in its relay H. And then his "Sunday Journal" took out an assassin article on the slump of two titles. "As if by chance, Lagardère is 25 of the Group shareholder Amaury and he always wanted to redeem"Team"!", to carry this southern warm blood. It also threatens to attack Amaury to justice for "unfair competition". In the opposing camp, it amused, despite the low sales of "Sports today": "we will perhaps lose a finger, but mill there will leave the arm", meant in the ranks of the "commando".

A third project under preparation

A month has passed since the launch of two titles and "there is no market for two sports dailies"low cost"", notes the press expert Jean-Marie Charon. However Robert Lafont began head to throw a third, "Football", January 25! Today, Michel Moulin believes have enhanced his "product" and claims "best 65,000 on average". But he acknowledged that he will make "a check" end January. He has already released EUR 1.5 million in the case and does not want to lose more. "In two months, it can if it won or lost", prognostic the founder of the "10 Sport". For its part, "Sports today" is also from its objectives. As early as November 8, Marie-Odile Amaury proposed the peace of the brave: If "The 10" sponge, it stop "no doubt", she said to AFP. A decoy According to our information, the Group has already leased 300 square metres near the stage of France to install today "Sport" early January. One thing is certain, Karim Nedjari did not want to "close": he wants "to time" to install his diary, "which is better every day", and hoped that "" 10"will always be in the face early 2009".

For its part, "The team" remains of marble: its dissemination would have increased by 1.3 compared to November 2007. But a fratricidal game may be played if Ms. Amaury-ready life "Today Sport". "This newspaper, it is his baby, and it is also a way to step"Team", which had operated in the Principality", prevents a close.