Your Thoughts On Monocle Magazine’s Work With Brands

Last week’s article that highlighted the number of ads and promotions the Monocle team had developed with brands brought a lot of discussion. After we highlighted 10 examples of ‘advertorial’ with brands like BMW and Diageo, PSFK readers gave their feedback on the issue.

An anonymous D said:

“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.”

J said:

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.

CWH added:

for every person who is turned away by the absence of the usual bi-polar ad/edit relationship of most magazines, I’m positive more are drawn-in by the visual and narrative clarity(my impression is the complete opposite of J’s). I honestly also believe that Monocle helps educate consumers with it’s focus on well executed branding, customer service, smart planning and local charm from a global perspective. The current issue is the annual quality of life issue but I think it’s the underlying editorial premise. There’s really nothing short-term about that.

And Stephanie said:

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.

Read all the comments here and if you have a reaction leave it there too.

PSFK: Monocle x’s Brands (v Agencies?)
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