boxlife - spicing up the economy

London’s most annoying resident or a blue eyed peasant? Most likely neither one. Running a high-end monthly magazine that in a pitch would have made many investors to turn on their heels, is said to enjoy a nice circulation.

But the Monocle is not only a monthly piece of a fancy paper with ink stains forming some beautiful photographs and a fresh layout. A simple-to-use online approach to provide the video and podcast content is remarkable compared to many other traditional magazines, suffering the loss of a natural dialogue between offline and online content. Despite a step towards better online content, Mr. Brûlé forgot two essentials. First, make it free - the Wired magazine as itself should be a good lesson for everyone in the publishing industry. Second, make the readers participate.  As the readers are expected to address higher classes, the expectation for the level of conversation would be high.

But the paper - it has the feeling. The feeling of doing something different, and something for sale. Lessons learned from the Wallpaper times, after growing Monocle slightly larger, the case would be fresh and interesting purchase enough for some global publishing groups. So far the paper and the photos maintain the feeling of doing the magazine for its desired audience. But as professor John A. Quelch at Harward Business School says, maturing the company for the masses ends up asking a premium price for the product that is no longer premium.

So please Mr. Brûlé, let us enjoy the beautiful package of premium toiletry reading also in the future.