Highlights from edition three of our media conference series.
The global media industry is in fine fettle – you just need to know where to look. That was the prevailing view at the Monocle Media Summit, a gathering of leading voices in newspapers, advertising and broadcasting from across Europe, which took place this week at the Hôtel de Crillon in Paris. Over a packed afternoon of sparky conversation, hosted by Monocle’s chairman, Tyler Brûlé, and our senior editors, the summit offered masterclasses in how to build a successful media brand and keep audiences hungry for more. Despite the uncertainty of the moment, our speakers offered a confident outlook for the year ahead in print, digital and over the airwaves. In an industry that can feel increasingly diffuse, an event that brings people together to share insights (and a few toasts) was an opportunity not to miss. But if you did, here are a few takeaways.
A day in the life of a kiosk
Underpinning the conversation was a respect for the enduring power of print. To set the tone for the day, Monocle debuted its latest film, which shows how French newspaper kiosks have moved with the times while retaining their key role in Parisian life. Watch the film here.
01. Louis Dreyfus, Groupe Le Monde
French newspaper Le Monde, which marks its 80th anniversary this December, might be a national institution but group CEO Louis Dreyfus told delegates that it isn’t slowing down. “We want to reach a bigger audience,” he said. In a bid to attract fresh readers and hit its milestone of a million subscribers by next year, the paper is launching a new biannual English-language version of its M Le magazine du Monde print title. Dreyfus is undaunted by new media ventures – whether in artificial intelligence or social media – but every innovation must be grounded in the newsroom. “For us, it’s always done with an editorial point of view.”
02. Aurelia Rauch, chief experience officer of Bergos
An unusual pivot from contemporary art to marketing and brand management for a Swiss private bank has given Aurelia Rauch a unique view on the art of the sale. “[Art is a] thing that nobody needs but most people want,” she told Monocle’s editor in chief, Andrew Tuck, and head of radio, Tom Edwards. According to Rauch, striking advertising can spark a similar desire in the occasionally stuffy world of wealth management. “A lot of advertising is beige,” she said. “Disruption can only come from a true attachment to your values. Don’t be apologetic about it.” Rauch then reminded our audience that it’s important to challenge people “without being offensive. It’s OK to push it. You have to.”
03. Gorana Grgić, Center for Security Studies at ETH
Keeping calm under pressure is crucial to running a successful newsroom and foreign-policy expert Gorana Grgić offered a clear-eyed view of the challenges in the year ahead. “We really are in the era of strategic competition,” she told delegates, highlighting the shift to greater protectionism as a new Trump administration prepares for the White House. This will put stress on the ties that bind the European Union, added Grgić, but out of this a renewed sense of purpose could emerge. “Crisis is how Europe grows.”
04. Christoph Amend, editorial director of ‘Die Zeit’
Christoph Amend has long been a key player at Die Zeit, pioneering formats including a new art magazine, Weltkunst. But it was an innovation that he introduced to a podcast that amazed audiences most. Amend recently interviewed UK musician Bryan Ferry in English for the show Alles Gesagt? (“All said?”). He then worked with his AI team to convert the conversation into German – retaining the speakers’ voices – and, with Ferry’s blessing, published a version in each language. For Amend, the biggest surprise was “the number of people who wrote to say, ‘Thank you’”. Would he get Ferry talking fluent Mandarin too? “Yes, why not?”
05. Christine Ockrent, host of radio show ‘Affaires étrangères’on France Culture
As a broadcast anchor, former editor in chief of L’Express and author of more than a dozen books, journalist Christine Ockrent appreciates the value of media brands more than most. “Brands matter in newsgathering,” she said. Whether in print or online, it’s “a guarantee that you can rely on”. And that doesn’t only apply to mass media. “Niche is OK,” she said. “A niche can be comfortable and luxurious, and offer a way to maintain quality and tradition.”
The road ahead
We offered a roundup of Monocle’s successes in 2024 and looked at the five big plays on our horizon, from opening bureaux to planting a flag in new markets.Those who attended took away tips on standing out from the media crowd and insights into where opportunities can be found amid the current volatility. The event was a powerful reminder that things happen in person, there remains a coalition of strong premium players and new magazines are still launching. With our bureau in the French capital now open, plus a new café, kiosk and retail space complete with a radio studio on the way, Monocle is taking things to the next level in Paris. Keep an eye and an ear on Monocle to find out where we’re touching down next – and to ensure that you’re a part of the conversation.
