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

Please login with linkedin to comment

Advertising Standards Bureau Anti-ice camapign dark humour Fred Nile

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]