Every time I look to other industries for leads on what publishing could be doing, I come back to Tyler Brûlé’s Monocle magazine. (See previous.) They’ve recently announced the opening of a Hong Kong bureau, with a retail shop below the offices. How did this glossy print magazine expand so quickly? According to Fast Company, the new bureau’s funded by brisk sales of their Porter bags.
They’ve expertly carved out a niche, fluid enough to embrace print, product collaborations, event sponsorship, and multimedia. The vertical contains points of entry at all price levels, key for converting the curious into the consumer (into the connoisseur). And, I’ll admit, it helps that it’s a perfect blend of aspirational living coupled with cogent reportage.