David Blecken
Dec 5, 2014

Monocle gives advertisers category ownership with The Forecast

GLOBAL - Current affairs and design magazine Monocle has launched a forward-looking supplement to its primary publication with a category-exclusive advertising policy.

The supplement will carry 40 advertising pages
The supplement will carry 40 advertising pages

The Forecast, which goes on sale today, will feature an assortment of articles, photo essays, illustrated portfolios and long-form reportage that assess the coming year, according to a spokesperson from Monocle. It spans 240 pages and will be distributed with the regular edition of Monocle.

Advertising will be restricted to category-exclusive sponsors, with a total of 40 advertising pages that will carry display and advertorial content. Brands to have taken out exclusive sponsorship of sections include Audi, Cathay Pacific, Hapag-Lloyd, Rolex, UBS and The Peninsula.

The launch is supported by radio features on the Monocle 24 platform, and a film.

Tyler Brûlé, Monocle’s founder and editor-in-chief, said that the move allowed the Monocle team “to stretch ourselves editorially and creatively”.

He added: “From a commercial perspective, our advertisers are given a unique environment that allows them to own their category. [They] are not surrounded by competitors but rather premium peers.”

Source:
Campaign China

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