Wallpaper* Founder Urges Aussie Magazines To “Stop putting Crap Upfront”!

Wallpaper* Founder Urges Aussie Magazines To “Stop putting Crap Upfront”!
SHARE
THIS



In a society that has drifted towards backlit screens and a smudged glass world, Tyler Brûlé, founder of Monocle and Wallpaper* magazine, is critical towards magazines and news outlets that devote acres of pages to Instagram rather than invest in outstanding journalism.

In an interview with B&T the jet-setting luxury aficionado – who, apart from not just surviving but winning in print, cheated death in 1994 after being shot twice by a sniper while under ambush in Kabul – spoke about the publishing game and successful brand expansion in a digital driven world.

TylerBrule_2.tif

“Why should I go to a magazine for Instagram?” he questioned. “Firstly, it’s a digital medium; second of all, everyone can see it is just a filler. I think one of the key problems right now is that there is just so much filler in magazines and less original reporting.”

In profitably growing his print circulation Brûlé claims there isn’t one magic elixir that a publisher or a group of editors can go and drink – however it does have to combine a quality print output with the ability to resonate with a global readership.

And he insisted it’s quality journalism, photography, and illustration, that will define the market.

41549-800w[1]

“I think one of the big problems facing the industry right now,” he said, “is that so many magazines reduce the quality of the paper, they have cut back on journalism – they are simply delivering an inferior brand to the one they might have built up over the decades.

“I think we have seen the vogue for user generated content and let everyone in and have their voice – good magazines have never been about that.”

“I don’t think readers want to be disrupted,” said Brûlé, whose Monocle magazine has repeatedly bucked declining print circulation trends, growing year on year across the globe since its 2007 launch.

“I think it comes down to putting out a physical product, that people are not just comfortable holding but they want to be proud reading it, they may not want to collect it but they want to revisit it again and again.

“We have been living with the shiny new object of various feeds and aggregators and various channels that keep us to date around the clock but I think there is also a fatigue to all that.”

“That is where a lovely magazine comes in – you don’t need to plug it in, it doesn’t need solar panels, it is not going to beep, rattle or vibrate,” he said.

Monocle Pop-up Shop is at The Stables, 352 Bourke St, Surry Hills, Sydney until June 21

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]