The electronic tablet is dead. Long live the newspaper.
Tyler Brûlé, editor of Monocle and self-appointed arbiter of cool, has launched a new summer offshoot of his monthly style magazine. He has produced what he is calling a summer newspaper, a 64-page broadsheet-sized read called Monocle Mediterraneo.
Clearly Brûlé, founder of Wallpaper* magazine, would like his well-heeled readers to pick the paper up as they swan around the Côte d'Azur and Sardinia.
Says Brûlé: “There's a huge amount of talk about the death of print, thanks to various types of 'pad' devices. But if you think of summer — with sand, swimming, sun cream and socialising — a carefully crafted newspaper is more useful and reader-friendly than a backlit screen that hates the sun and salt.”
But the Monocle man is surely mistaken. A newspaper is not just for summer, it's the perfect handheld wireless device for all year round…
That was the Evening Standard so they have a yacht in this race.
He describes the newspaper as an 'anti-iPad device'. It seems to be working: he reckons the venture has already made money before a copy has been sold. Luxury advertisers have been keen to buy space. It's priced at £7 online and €5 from newstands.
I wonder how you get to be 'a self-appointed arbiter of cool'? Sounds useful when you have a newspaper to plug (see right). But if you have to ask...