Tin House – an independent magazine and book publisher in Portland, Oregon, has devised a plan to help promote brick-and-mortar stores.

Monocolumn is Monocle’s daily bulletin of news and opinion. Catch up with previous editions here.

As they engaged in the inevitable wrenching conversations this spring about the precarious future of print, the editors of Tin House – an independent magazine and book publisher in Portland, Oregon – kept on dwelling on an unpleasant bit of arithmetic. Tin House’s quarterly literary magazine had a print run of 12,000 copies, but during the nine-month window for submissions they received up to 1,500 new manuscripts a month. In other words: even the people who wanted to be published in Tin House were not buying the magazine.

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