Editorial expansion and special issue: Monocle focuses on Switzerland
Tyler Brûle's international media brand Monocle is expanding its commercial and editorial operations in Zurich - and publishing a special Swiss edition at the same time.
What was already published last week in the Handelszeitung announced is now taking further shape. The Monocle media brand is opening a new global headquarters in Zurich - along with an expanded editorial and commercial team, radio studio, a store and café.
Radio studio? "In the future, content for the existing radio station M24, which reaches a global audience, will be produced from the Zurich location," explains Carlo Silberschmidt, Production Coordinator at Monocle in Zurich, when asked by Werbewoche. He says that not only the central location in Europe is an advantage, but also the fact that Zurich is an hour ahead of London time.
One of the main reasons why Monocle is focusing on the location and doubling its editorial staff in Seefeld is its proximity to advertising customers. Switzerland is the media brand's most important advertising market. This is despite the fact that Switzerland is not even in the top 10 sales markets. These are namely the UK, USA, Australia, Germany, Canada, Portugal, Italy, Singapore, France and Hong Kong, as Silberschmidt explains. But: "Monocle has been able to build up very good cooperations with many customers in Switzerland over the years. The spectrum ranges from Rolex to Lombard Odier to Swiss International Air Lines," says Silberschmidt.
The renewed love for Switzerland is celebrated editorially. "Switzerland is our biggest advertising market and we feel that now is the right time to tell our readers new stories about this country," says Anders Baso, publisher of Monocle. Meaning: the magazine, which has been available since Thursday, is devoting 60 pages of its November issue to Switzerland. It is the biggest issue of the year - both in terms of size and advertising revenue. The special Swiss edition showcases what this diverse country has to offer. Among other things, design innovations, ambitious start-ups, a thriving press landscape, and wine production that seems to be underestimated abroad.
In an exclusive interview, Swiss President Doris Leuthard talks about her country's increasingly active role in world affairs. "Switzerland's neutrality helps. It is an offer - we try to be helpful." Leuthard wants to show the world more of modern Switzerland: "We are leaders in innovation, architecture and design."
Editor-in-chief Tyler Brûle, who among other things works for the airline Swiss and marketing organization Swiss Wine has given Switzerland a contemporary look, Switzerland is close to his heart - even away from ad customers: "You mention Switzerland and a whole range of images and associations come to mind, from snow-capped mountain peaks to chocolate and watches. But it is far too easy to reduce this small nation in Europe to a cliché. With our special issue, we want to offer our readers a guide to one of the world's most fascinating countries in all its diversity." (hae)
