XXI marks the spot— Paris


With no advertising, no marketing and limited online presence, the success of ‘XXI’ magazine has proven that readers do not need much persuasion to pay for beautifully presented, long-form journalism.

Laurent Beccaria, Les Arènes, Patrick de Saint-Exupéry

Mook and learn

“Mook” is the marketing term used to describe the illustrated, ad-free “half magazine, half book” format now seen on dedicated stands in French bookshops. Usbek & Rica was launched in 2010, combining reportage and graphic novel style with a focus on forecasting and innovation. It has recently paused publication until further notice. Feuilleton is the latest contender, launched in September, with a more literary focus. But it remains to be seen whether XXI and 6 Mois will still have company on the shelves once the hype has died down.

Monocle 24

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