Print advertorials are neither innovative or sophisticated ways for connecting with consumers. Sorry. Some of them may be nice to look at, visually/conceptually the ad might be well executed, etc, but there are far more innovative ways to reach out to, and connect with, communities.

Re: advertorials in publishing akin to product placement in film — people consume different media for different reasons, and enter into each info/entertainment provider-consumer relationship with unique expectations. Info providers need to respect these expectations, and carefully consider and manage the obligations they have to both audiences and funders. Readers aren’t stupid.

Titles like Monocle exist to, purportedly, provide objective information/analysis on current affairs. Films exist largely to satisfy our need for escapism. Disguised commercial interests are far more offensive, and less forgivable, in the former because of the audience’s expectations when picking up such a magazine.

Here’s another example: In a past issue ANA airlines has a full page advert and then were called out as one of the best airlines to fly on in a completely seperate “Best of Travel” story. Timex (!) got a full page story about the craftsmanship of their watches in a piece that one can’t help but presume was paid for. It’s hard to imagine (the lets face it, quite snobby) people at Monocle including such a brand in their otherwise luxury laden editorial. If Kia (or yugo if it was still around) would only pony up those bmw’s would disappear in a heartbeat.

I did a blog post on Monocle back in 2007 (http://wrongdistance.com/?p=667). Forgive the cardinal sin of including the link here.

The Kita Koga manga pullout also features many product placement opportunities and we’ve seen various branded products such as phones, laptops and even airlines there. Of course, manga hero Niels is never seen without his Monocle x Porter luggage at the airport either. Expect to see Niels’ bacon saved by HyundaiCard customer services in a future issue — it’s all the backup you’ll ever need.

I for one want print media to thrive well into the future. Absent paid content of some kind, I don’t see how that can happen.

Actually, I applaud brands that opt for more innovative (and yes, dare I say more sophisticated) communication strategies for connecting with consumers. Advertorials are to publishing what product placement is to film.

I gladly renewed my Monocle subscription this year. As for sorting editorial content from ad space, I’ll see to that myself.

The Monocle partnerships retain the stamp of the editorial team and is far superior to the “advertorial” route most take. Advertising is part of the magazine experience so why can’t it fit with an overall aesthetic rather than jumbled mish mash. Not necessarily a model for all magazines but a successful one in my opinion for this magazine. As long as they retain their sense of independence when generating the coverage I’m all for it, though undoubtedly that will be a tricky line for them to protect.

Though while the sponsored content is interesting the product partnerships and their retail stores are what really impress me about Monocle.

What if, instead, they got brands to sponsor their “investigative” reporting objectively and in some form other than a list of top 10? I would have much rather read a first-hand account of someone’s real trip to Singapore or Seoul, all finery and warts, than quick tips easily googled.

Consumers are willing to accept overt salesmanship in a vehicle like this precisely because we trust the editorial point of view — we want that glimpse into their refined aesthetic. As they continue to work with brands they dubiously stand behind (referring to Singapore and Absolut from the above examples), the quality of their own brand is tarnished.

You can call it an “adventurous” but its really just sleazy. When the line between editorial and advertising is completely obliterated there is no credibility whatsoever and if Moncole is pioneering in any respect its in doing more than anyone to obfuscate that line.

When reading monocle one never knows whether someone actually liked something because of its merits or because they were paid off to say how great it is. Sometimes the adverts are overt but more often than not that isnt the case (by design). The only reasonable conclusion is that its all bullshit.

This is nothing to be lauded.