How the Magazine Sells Proximity to Advertisers

Tyler Brûlé has built Monocle into one of the most distinctive media brands of the past two decades. At a time when others chased clicks and platforms, Monocle went the other way. It invested in print, opening cafés and shops, launching a radio station, and building a loyal global community. I sat down with Tyler at Monocle’s Paris café to talk about how he’s kept the brand consistent, why proximity to readers matters more than dashboards, and what lessons Monocle’s model holds for publishers trying to build durable, multifaceted brands.