When a potter fires their handiwork in a kiln, there’s a period of waiting when he or she can do nothing but hope. Will the pot come out in one piece? Will the glazes have taken in a way that delights – or will the end result be reminiscent of that time when they ate too much spicy food? Who knows? Having patience and apron-washing are the only ways to endure this moment.
It’s a bit like that with Monocle. We send the files to the printer, then some 10 days pass before we get the first copies in the office. During that time we move on to the next issue and our focus shifts so, when they arrive, we don’t quite know what to expect. Will the flow of stories work as we planned? Will the advertising help with the pace and flow or will there be a clashing adjacency, despite our best efforts? Will images seen on backlit computer screens retain their potency on paper?
I’ll be honest with you: the March issue, which will reach our subscribers over the coming days, was not the easiest of productions – it’s only the 161st time that we have done it, so why would we expect to have got the hang of it by now? I wanted everyone to be whipping up their usual restaurant-worthy offerings but several stories arrived looking more like baked beans on burnt toast – and I know how fussy you are on that front. (By the way, I promise to limit my use of metaphors today, though I do need to return to the kiln one to finish this section of the column). Stories were dropped for not being ambitious enough or reshot because of a lack of access; new ideas were brought to life on the day we went to press (sorry about that, team).
So when Jackie, our production head honcho, put the March issue on my desk this week, I ignored its glowing-orange cover for some time before I cracked it open. But when I dived in I felt very happy-potterish with what I saw. I could barely recall the painful pivots that editors, writers and photographers had to make (though they might be slower to forget). Places unseen, inspiring people, some provocation, tales of a Cold War-era opera house, the bumps on the road for electric vehicles, the factories that became luxury brands and an Iranian movie star in exile – it’s all there (well, not the stories that ended up being spiked). Not a cracked pot or crackpot in sight.
While we are discussing new arrivals, let’s turn our attention to the Iberian Peninsula. After the success of Portugal: The Monocle Handbook – it was so successful that we are waiting for the reprint to arrive – comes the one for Spain in the same series. A handful of preview copies made it to London this week and I have already hidden mine away and will not be sharing it. Just opening the book is likely to give you a sunny glow. It’s one of the nicest things that we have ever made. And there’s plenty of Mallorca in there, for some reason – not that I am biased or anything. You will be able to preorder a copy from our shop from Monday. It will change your summer.
Finally, a welcome to some new faces. While many at Monocle have personal Instagram accounts or express their own views on Twitter, as a brand we have been wary of social media. Does the pursuit of “likes” distract from reporting? Does Facebook chime with our brand values? If the magazine strives to deliver nuanced, calm debate about contentious issues, is tweeting really for us? But in recent weeks in the UK and US we have run a campaign on social media for our newsletters and the response has been pretty amazing. Lots of new arrivals have already written generous notes but, well, I think that a collective hello is a good way to end today (and a thank you to regulars for turning up too). Who knows what other digital surprises might come your way – though I doubt you’ll be seeing Mr Brûlé teaming up with Elon Musk.