The Rebooting Show The Monocle Playbook
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Oct 21, 2025 Tyler Brûlé, the founder of Monocle and a visionary in niche media, discusses the brand’s unique strategy that prioritizes print over digital trends. He shares insights on cultivating close relationships with readers, emphasizing that understanding audiences can't be reduced to data alone. Tyler reveals how Monocle navigated the challenges of the financial crisis while expanding its reach through cafés and shops. He also critiques the contemporary media landscape and highlights the importance of maintaining quality in both print and digital formats.
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One Magazine For The Global Traveler
- Monocle launched to capture a mobile, curious global audience by combining news, design, and lifestyle in one magazine.
- Tyler Brûlé saw travelers buying multiple titles and aimed to unite those interests into a single, portable publication.
Retail Was Built Into The Launch
- Monocle started retail alongside the magazine, selling Porter bags and curated finds from day one.
- They even took over a flower shop to create their first physical retail footprint and sold back issues to readers.
Proximity Trumps Dashboards
- Proximity to readers—physical stores, cafés, and events—creates deeper relationships than dashboard metrics.
- Those relationships feed editorial ideas, audience understanding, and commercial opportunities.