The Faster Lane / Tyler Brûlé
Making the headlines
Do you ever pause, take stock of your surroundings and ask yourself “What am I missing?” I did that a few minutes ago, while transiting through Zürich’s newly renovated main station. Switzerland’s federal railway operator, SBB, hasn’t taken on the whole Hauptbahnhof but, as a first stage, took much of the original grand entry hall back to a version of its former glory – and it’s impressive. It’s so well done that you’ll be able to see much of it in a forthcoming issue of Monocle. And for all those trainspotters among our readership (I’m quite sure that there are many), it won’t disappoint. The overhaul has been meticulous, the choice of new vendors careful and it does much to lift the travel experience.
As I’m en route to Tokyo and Hong Kong (there are still a few tickets left for The Chiefs by the way), I needed to do a little Easter shopping at confectionery retailer Sprüngli. While I waited for the bunnies, yellow-gingham egg baskets and other bits to be packed, I looked around the airy hall and was transported back many years, when the same space used to be home to one of Europe’s finest international newsstands. It was a bountiful affair, with a selection of newspapers from across the continent, pocketbooks and tourist guides for long distance journeys and an exhaustive selection of magazines. I imagine the first time when I went to the shop was in 1983, and, until it closed about two years ago, I probably spent about five figures in Swiss francs on glossies, weeklies, trade titles and newspapers. The friendly woman serving me walked out from behind the counter and handed me the bag of goodies.
As I strolled out, I turned to regard the space and felt more than a little sad that a once vibrant hub of commerce, culture and ritual was no longer. I missed it. Had the landlords moved the newsstand to a less grand space, it might have been an acceptable solution. Likewise, had the tenants been truly passionate about the business of selling fine print, they might have played the cultural card and lobbied hard to maintain the broad reach of periodicals. There’s another thing that I’m missing: passion. Does anyone put up a good fight for a business that they believe in? How did we end up in a place where a corner of a busy rail station, in a pint-sized international city, is now completely devoid of interesting journals and challenging volumes to read on the daily commute or the TGV to Paris? How can this be? I understand that magazines and books are not high-margin items. But is it not important that a federally owned enterprise does its bit to keep the standards high and for those in the book- and magazine-retail business to come up with concepts that keep customers coming back for more?
From a publisher’s perspective, we lost our biggest point of sale in Switzerland when the newsstand closed. Yes we recovered some sales but definitely not all. The customer who doesn’t want to subscribe, and perhaps wants to peruse before purchasing, is lost if they don’t have easy access to Monocle or any other publication on the newsstand. You might venture a bit further afield to look for us or other titles but if you’re no longer part of the walk from tram stop 4 to track number 12, it’s going to be difficult to win back sales. If you’re fond of a good kiosk on a Sunday (or any other day of the week), you’ll be well aware that they’re starting to dwindle at an alarming rate. Older independent operators can’t find new owners with the drive to wake up early, unbundle titles, pack up returns and keep their selection fresh. The global chains are only interested in flogging M&Ms and Fanta.
Thankfully, there’s a new generation out there that’s trying to tweak the model (News & Coffee comes to mind) and ensure that there are still places to not just buy your weekend newspaper but also to discover and sample new titles. If you don’t have a vibrant set of shelves stocked by an engaged manager or owner, the whole point of the exercise collapses. We’re trying to do our bit to make the kiosk a more interesting place and support our retailers where possible but it needs a coalition of like-minded landlords, publishers, distributors, retailers and customers to make it work.