The Faster Lane / Tyler Brûlé
Fine print
You’ll be happy to read that a couple of weeks ago, Monocle embarked on the next phase of its digital overhaul. We know that there is much to improve, much to rethink and much to launch. We have spent the past six months meeting with various consultants, sparring partners, listening to you, dear reader, and also spending considerable time thinking about what would enhance the Monocle experience on your phone, tablet or laptop screen. If you’re concerned that too many of us have been spending too much time out in the sun, worry not. First, the sun has not been shining much in Zürich or London. Second, we are not stepping back from any print. Far from it. 2025 will likely see a further expansion on paper. And third, it’s simply time to improve.
One thing that digi consultants like to talk about is the power of lists and rankings. “Have you ever thought of using lists and rankings more?” asked one gentleman. “People love that you know.” This news was delivered like we’d never thought of it or considered rankings ourselves, let alone published a few over the past 17 years. Oh to be a casual observer, dear reader; to see the look on our faces. “Really, you don’t say?” No matter, we moved on and smiled politely.
Over the coming weeks you’ll start to see us embarking on a few changes and experiments but without the trickery or annoying tactics employed by others in our sector. Part of the challenge is getting people to pay for news and current affairs on screen – and to pay properly. Let’s be clear, there are many media outfits that claim high readership and subscription numbers but paying one euro, dollar, or franc a week is not a business model. Nor is paying three, four or five if your output is daily, round the clock. There are a clutch of titles and outlets who are starting to figure things out but getting a new generation of media consumers to spend on quality information the same way that they do for quality food and drink is a challenge. Yes, there are those who say that it’s pointless to pay for media these days because the journalism is generally bad but the output is depressing. There is some truth to this but there are many fine news and current brands out there doing exceptional work, spending on journalism, illustration and photography, engaging in real debate and challenging herd thinking.
As you might have read in yesterday’s newsletter, we have fixed the brass plaque to the wall and front door of our new bureau in Paris. This set-up is going to be a key part of our forthcoming tweaks and improvements – and not just digitally. After we said goodbye to the last of our guests, the Monocle crew walked over to the very tasty Taverna, a very satisfying Cypriot restaurant in the 11th. My colleague Jackie (she’s thinking of demanding everyone call her Jacqueline in celebration of our new space) commented how impressed she was by France’s love of paper. “The bookshops, the packed newsstands, so much to read and so much of it French,” she said, with great delight. “It’s not counting all the other international press.” And she’s right. While it’s a woeful situation for bookshops and newsstands in too many corners of the world, the French are committed to upholding and even improving the experience of buying cookbooks, newspapers and comics. Monocle wants to capture this energy and spirit, while also using the new Paris bureau to add a fresh accent to our radio shows, newsletters and the face of our new look on screen. And, as a digital expert told me that visuals and photography are important, here are a few party pics. Hope to see you in Merano next Saturday for our annual summer celebration in the heart of Obermais.
Today is the last day to enjoy our special subscription rate for graduates, which you can get here. As one reader recently told us, what better way to easily find a perfect match for their child than to look for another early twenty-something also reading Monocle on their beach lounger on the Med. We didn’t set out to make romantic introductions but why not?