It was Valentine’s Day 2007, a Wednesday, when the first box of magazines arrived from the printers at Monocle’s then-offices on Boston Place, a road that runs besides London’s Marylebone railway station. In the meeting room, scissors were produced to cut the tape. And, finally, there it was: Issue 01 of Monocle; a pilot from Japan’s maritime forces staring across the cover. Someone was on hand to document the moment and, this week, Shin, our current photography editor, kindly dug out the shots for me to see again. There were fewer people in attendance than I had remembered: our publisher Pam, our managing director Robyn, and staffers Rob, Saul and Dan. There seem to be a decent number of wine glasses in action too and although I am not sure who it was that cracked open the cans of Kronenbourg, I have a feeling that Saul, one of our editors at the time, may have been responsible. Everyone looks so happy in the pictures – excited and wrinkle-free.
I’d like to say that the rest is history but it wasn’t going to be that simple. First, we had to explain the magazine’s seemingly simple concept again and again. It’s hard to imagine now but while people could understand that a newspaper might cover everything from current affairs to fashion, there were many who just didn’t believe that this diversity would work in a monthly magazine – and wasted no time telling everyone so. One person wrote a critique that dismissed us as a title that was seeking people who cared “as much about Somalia as they did about Jil Sander”. It’s such a funny line to think about now: the notion that, say, architects could never care about society, that good design could never be used to determine better outcomes in education, healthcare or diplomacy. Another critic came up to us a year after our launch to congratulate us on changing our design – and, actually, nothing had changed, he’d just got used to us.
Then there was just the complicated business of starting a magazine: building a network of correspondents, finding our voice, honing our remit in real time. It was not without its hiccups; there may have been a typo or ten. So we built up a robust fact-checking team and put in place endless processes to ensure accuracy. And, yes, mistakes can still happen. So we worked on our humility too.
Yet despite all of this, despite the doomster publishers already running around declaring that print was dead, 2007 proved a good time to start a media company, to found a magazine. As newspapers panicked about the shift to digital and started giving away their hard work for free, there was space for a start-up, not burdened by history, to go against the tide. So just as major media businesses shuttered bureaux around the world and cut costs by buying up cheaper paper stocks, Monocle did the opposite and, from Issue 01, we had fully staffed outposts in New York and Tokyo, and put reporters and photographers on planes to go and tell unique stories. We even asked photographers to return to shooting some stories on film.
Counterintuitively, the other thing that in many ways helped us thrive was the global financial crash of 2008. Why? It gave the magazine a renewed sense of purpose. As other news titles filled their pages with gloomy narratives, Monocle went to places that were still flourishing, looked at how to start a business, focused less on flash and more on design or fashion brands that were making products with craft and durability at their core.
Cut to 2022, in Monocle’s offices in Marylebone, London. It’s a Monday morning and the first boxes of the 15th anniversary issue have just arrived. There’s still that same excitement as the tape is cut and issues handed around to the team. This week, Tyler was in town from Zürich, as were more faces that have been around since Issue 01. But as we celebrate 15 years of Monocle, it’s vital that we look to the future and continue to bring new talent and new perspectives into the fold. And also to reimagine how we report again and again.
A couple of times a year, the team meets to talk about the business, make plans and plot. We also spend a lot of time thinking about how we need to tell stories, where we need to have correspondents on the map and how we make Monocle primed for whatever comes our way – our 15 years have been bookended by global crises, so you think about this stuff.
In the end our job is to make sure that you feel excited opening the envelope containing your subscriber’s copy, or cracking open a freshly minted magazine from a newsstand, and discovering places less visited, ideas that challenge and reporting that strives to be the best in class. And hopefully glitch-free. If the reveal makes you feel like pulling the ring on a can of Kronenbourg, then that’s job done. I may even join you.
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