How to expand and retain a reader’s audience in a press world in crisis? How to give back the desire to read in a world where digital makes it possible to inquire everywhere and all the time? These are questions that are at the heart of journalistic work and which Pascal Ruffenach will debate. General Manager of Bayard Media International and Investment (BMII), philosopher but also author of many books, Pascal Ruffenach is a strong supporter of the modernization of the press. For him “every attempt is extraordinary”, and in this war of reader’s attention the future of paper associated with digital is possible.