TAKEAWAY: Tyler Brulé’s summer newspaper, Monocle Mediterraneo, is back today. The 64-page broadsheet sports the familiar Monocle look & feel, but circulation expands beyond the Mediterranean this year.
Geographic expansion higihlights the newspaper’s third edition
It is becoming a summer tradition: it goes with your suntan lotion, beach umbrella, beach towel and lounging chair.
It is publication day today , July 26, for the third edition of the summer newspaper Monocle Mediterraneo.
So, if you are lounging on a beach somewhere—-and not just in the Mediterranean——this year, go get your copy, and sit under that umbrella to enjoy the likely to be quite informative and entertaining offering of this seasonal newspaper, the creation of Monocle’s Tyler Brulé.
A look & feel that is lively, modern and functional
A look at the front page of Summer #3 issue and you get the familiar yellow and black Monocle
logo. The rest of the page is a perfect example of the Flipboard navigator concept on paper. Totally visual, this front page is an eye catcher, an invitation to sample what’s inside, and, except for promo blurbs, not one bit of text on the cover.
Do we have to wait an entire year to see a newspaper front page that looks like this? Should not be.
If you are into brand extensions,Monocle Mediterraneo is a wonderful example of taking a well known brand and carrying it beyond the original product—-the magazine. There is, of course, Monocle Radio (love it!), Monocle on line, a variety of products available through the Monocle Shop, and, of course, the summer newspaper. You enter the world of Monocle, and it is all welcoming and familiar.
Could the Monocle tablet be far behind?
Expansion of our favorite summer newspaper
The 2012 edition of Monocle Mediterraneo will cover a bigger distribution area, including through the US and Asia – and it’s first time you’ll be able to buy it in Thailand and Taiwan.
Continuing Monocle’s investment in slow, intelligently designed media and global reporting, Monocle Mediterraneo 2012 will mark two years since the brand’s first foray into seasonal newspapers and the fifth newspaper in total.
On newsstands for eight weeks, Monocle Mediterraneo is 64 pages of strategic dispatches, sea-faring essays, wise words and fresh ideas designed to be read in the sun. The newspaper will be available at good newsstands, hotels, airports and retailers across the globe, with an increased distribution in Hong Kong, Singapore and Thailand as well as the UK and the US this year. The number of subscribers for Monocle Mediterraneo has more than doubled since 2011.
Highlights of Monocle Mediterraneo 2012:
Here is what to look for in the new Monocle Mediterraneo:
—Marseille, renowned for its multicultural make-up and hard edges, is a city being reshaped. The editors take a look at its plan to embrace the future with its personality intact.
—A series of essays from Monocle’s gathering of minds, including Monocle editors, an ocean journalist and a Navy Commander. Topics range from how to make a graceful pool exit by design editor Hugo Macdonald, to a call for lido revival by the director of the RIBA Trust, Charles Knevitt.
—Tripoli advisor: how young entrepreneurs are making money in a new Libya.
* Expo visits Camp Darby, the Italian resort where America’s military might comes to unwind.
And while the trend may be towards smaller, more compact newspapers, Monocle Mediterraneo is proud of its super-sized broadsheet format.
Because it is all about summer and escape, readers will find tips and guides to the best beach bars from around the globe, the hottest recipes for summer spreads, the latest on fashion from Florence and Monocle’s top 20 playlists from well travelled friends.
As for advertisers, Monocle Mediterraneo claims the elite of the elite among brands: Rolex, Oscar de la Renta, Pictet, Spanish Tourist Office, Madrid and Canon.
Monocle Mediterraneo facts:
—Monocle Mediterraneo cover price: £4/€6/$8
—Size: 460 x 300mm
—Pagination: 64
Today’s pop up
Continuing with the summer fun theme, Frank Deville sends us this pop up from Germany’s Bildtoday.
It is all about getting summer on your plate and recipes for “blossom’s chicken” and tips on how to cook the best steak.
Of special interest today
Mobile devices drawing more eyes to news outlets—but not ad dollars
http://www.poynter.org/latest-news/business-news/the-biz-blog/181096/4-strategies-for-news-companies-as-mobile-ads-displace-desktop-exposure/
Highlight:
There is fresh evidence that the migration of news readers to smart phones continues at a breakneck pace. Surely an ad bonanza for news providers will follow?
Unfortunately, maybe not.
