Tyler Brûlé (of Monocle fame) on Print, Journalism, Readers and AdvertisersJanuary 8, 2009
“Jet-setter, international style maker and Monocle magazine founder Tyler Brûlé is confident about the future of print as he launches a series of branded shops and newsstands internationally.” So, says the introduction to Brûlé’s interview with Katja Pantzar, English Editor of Bluewings magazine, the Finnair Magazine published by Sanoma Magazines Finland. Tyler Brûlé is the cover subject of the Jan. 09 issue of the magazine and he shares with Katja his views on print, journalism, and the readers of today among many other design and travel related issues. Here are some of the highlights of his answers:
“The printed word and image on glossy or matte paper is a very effective way of getting a high-impact message across. Our view is that the web is not a great place to read anything, which is why most of our web content is video or audio-based.”
“With Monocle, we’re going to completely different parts of the world and investing in a level of journalism which I think is rapidly evaporating – that’s a view that’s shared by both advertisers and consumers…”
On Readers and advertisers:
“We are a premium product… There’s an audience out there looking for quality. We are lucky because we can spread our risk around globally: for example, we have a lot of Japanese advertisers who simply don’t advertise anywhere else internationally. This shows that our advertisers strongly believe that our readers will read their content.”
All I can add to that is Amen! If you want to see more of Tyler Brûlé’s views on print and journalism click here.
If you would like to read the entire interview with him in Bluewings magazine click here (Thanks Calhan)