Founded in 2013, Contexte, a 100% digital, French-language publication, has established itself as a benchmark for understanding French and European public policy. From Paris and Brussels, its journalists dissect the legislative backstage, regulatory decisions and games of influence that shape our laws.
In early 2025, the team revised their subscription offer, aiming to provide more clarity and more value. Sacha Cayre, CMO at Contexte since May 2024, takes us behind the scenes.
> Contexte, which covers French and European policy, found that 60% of subscribers read its briefings every week but only 4% ever opened anything else. They were buying one product and ignoring the rest > The answer was the augmented briefing: the same familiar email, with an enhanced version that links out to the deeper reporting. Rebuild the path rather than repackage the price > External pricing consultants delivered a structure that was simpler than the old one but, in the CMO's words, too financial and not marketable enough. There was no story to tell, so Contexte started again > Three tiers now: Essential, Advanced and Integral. Everyone gets the briefing and a directory tracking every amendment an MP tables. Alerts sit in Advanced, and AI committee debriefs in Integral > Customers went from 1,200 in 2023 to 1,600 by early 2025, with the average basket up 1,000 euros to around 7,500. Growth has run at 25 to 40% for four years
Marion Wyss: Hello Sacha! You’ve just announced that you’ve launched a new subscription offer at Contexte. When did you start work on this and why?
Sacha Cayre: The work began before I arrived, in October 2023. The initial situation was that we had a single offer, with a highly personalized price scale based on the type and size of an organization. This ranged from NGOs with no employees to TotalEnergies or the European Parliament, with price differences of 1 to 50.
