Did you grow up in a community where the local newspaper was housed in a shop sandwiched between a dental practice and a dry cleaner? Perhaps the most recent edition was displayed in a vitrine alongside a rate card in case your mom wanted to buy an extra 30 copies of the issue featuring you in a Christmas musical, or one of your dogs dressed up for the pet parade? Weren’t those the days?
This was the time of the proper village newspaper with lots of classified ads for ski gear that was too small or out of fashion for teens, boats to buy for the upcoming summer season and appeals for more people to join the local volunteer fire brigade. In many corners of the world the local newspaper is long gone and has been replaced by various social-media groups, digital-bulletin boards and misguided government initiatives to stimulate local journalism via wasteful spending and general inclusivity box-ticking. Thankfully, a few still endure along my stretch of the lake in Zürich and it’s no wonder that they’re continuing to land in letterboxes with considerable frequency as they have figured out how to charge accordingly for hitting the right audience. The only trick that they’re missing is an English-language edition for all the expats who have settled down over the past decade and the many more who are inbound. More on this particular crowd in a moment.
I was reminded of the shopfront village newspaper earlier this week while working out of our Tokyo bureau. When we launched Monocle 18 years ago (it was our birthday this week by the way), we had the idea to make our outposts a combo of retail (back then it was mags and a few bags) and a news-gathering operation in which our editors were in touch with PRs, writers and readers at street level. The retail footprint has remained for the most part but the editors have moved to other cities and left the story-tip triage to our shop managers in Toronto, Merano and beyond.
Today, Tokyo is the last bureau-boutique combo in our network and I’m happy to report that it is expanding – indeed, you might have heard the lovely accent of Julia Kim reading the news headlines for us of late. Running the show since launch is our own woman in Tokyo, Fiona Wilson, and while she has plenty to keep her busy with multiple mags, books, newsletters and more, she is also the most in-demand concierge in our business. Hardly a day goes by that an eagle-eyed reader doesn’t spy her in the back of the office and ask if she might pop out to say hello and share some tips.
This week was no different and Fiona is always game to size up who she’s speaking to while assessing the number pages she’ll need to flick through in Monocle’s black book of Japan. Will the couple from Seattle keep a lid on a top tip or will they blast it all over Instagram? What about the sole traveller from Munich? Can he be trusted with the bar we like in Ginza? Will he behave? Better still, will he even get in? Fiona has a good read on our audience and will happily dispense a tip or two but, just for reference, she is not on hand to plan 10-day itineraries around Kyushu when there’s an expo to be written or a minister to be interviewed.
If you’ve been with us for most of the past 18 years then you’ll know that playing concierge is a big part of what all of us do at Monocle – editors, baristas, retail staff and more. Zürich customers will ask Rochdi behind the bar what he thinks of long weekends in Merano. Visitors to Merano will ask Linda if she can help secure a table in a remote-valley hut. And then there are the busy inboxes with every type of request you can imagine: What Paraboot should I buy this season? Where can I purchase the perfect coffee cups in Paris? Can you recommend a good nanny agency in Lisbon? This week I noticed the correspondence taking a slightly darker tone: “Where in the world would you relocate if Europe properly goes to shit?” At least, that was the general tone of the correspondence.
I’ve been thinking a lot about these queries since midweek and it raises another question: What are you willing to give up? Would you trade everyday freedoms for more surveillance and less interesting films at the cinema? Would you be ready to move to a place where you’ll be perfectly safe but always an outsider? And would you be prepared to leave your liberal values at the border in exchange for safer trains and cleaner streets? I can imagine that immigration advisors with a knack for the ins and outs of settling in Switzerland are enjoying a busy Q1. In the past two weeks I’ve had five people asking about how they might resettle in Zürich. In the UAE I met even more Londoners and New Yorkers all set to board an Emirates aircraft and set up in the Gulf. We will soon set to work on our annual quality-of-life edition – you shouldn’t be too surprised if security takes a leading role in this year’s metrics.