David Blecken
Sep 2, 2014

Nikkei forms partnership with Monocle to raise profile outside Japan

GLOBAL – Japanese media conglomerate Nikkei has acquired a stake in London-based global affairs and design magazine Monocle with a view to enhancing the international presence of its products.

Brûlé: Monocle stands to benefit in terms of distribution, advertising and editorial capabilities
Brûlé: Monocle stands to benefit in terms of distribution, advertising and editorial capabilities

At the same time, Monocle hopes to benefit from stronger distribution in the Japanese market, as well as drawing on Nikkei’s wide editorial reach to broaden the scope of its coverage. According to a statement from Monocle, the alliance with Nikkei means Monocle is now worth more than US$100 million. Nikkei's stake is 3 per cent. Explaining the rationale behind the investment, Tyler Brûlé (pictured), Monocle’s chairman and editor-in-chief told Campaign that "we believe there's a greater incentive to make a partnership work when there's a financial investment".

Monocle's statement points to a desire by Nikkei “to bring more of Japan to the world”. The company operates across a wide range of media platforms in addition to its flagship newspaper, which has a daily circulation of three million. A priority for Nikkei is making its English-language Nikkei Asian Review available to a wider audience. The magazine launched last year and is positioned as a publication that examines business and economic issues from an Asian perspective.

To grow their global presence, both companies will share international newsstand and subscription intelligence. Brûlé said that Monocle would be able to help give Nikkei a “fast track onto international newsstands”. “They want to be a more serious newsstand player and this is one of the key areas we will be helping them with,” he said, noting that the magazines would appear side-by-side.

In the statement, Tsuneo Kita, president and chief executive of Nikkei, said: “Monocle has grown rapidly to boast a core readership of thought leaders around the world and through this wide-ranging partnership, the Nikkei Group will be able to further boost its global reach.”

Brûlé added that even though Monocle had been present in Japan since its launch in 2007, achieving a strong spread across newsstands there remained a challenge that could only be overcome through a relationship with a domestic publisher.

In addition to improved distribution, he said Monocle would be likely to benefit in terms of advertising from Japan and editorially given Nikkei’s large network of bureaus. Brûlé said there were “many areas where we can work with Nikkei correspondents to strengthen our coverage in various regions while supporting the Nikkei Asian Review via Monocle’s established distribution networks”.

Campaign Asia

Related Articles

Just Published

11 hours ago

40 Under 40 2023: Ruchika Gupta, Beam Suntory

An ambassador of female leadership, Gupta is building a team of thought leaders at Beam Suntory and inspiring them to achieve their highest potential.

11 hours ago

Why does such a lack of transparency still exist in ...

Although many adtech players remain incentivised to keep the ecosystem opaque, new business models and auditing practices are challenging the status quo to demonstrate value for clients.

12 hours ago

Swatch switches media duties to Publicis from ...

Swatch is the second long-term client after Dyson to depart from GroupM to Publicis this year, following news of a bribery scandal in China in 2023.

12 hours ago

The Scott Calorie Absorber Pro converts a kitchen ...

The clever campaign reimagines the humble drying towel as a mighty health supplement in a bid to tackle Malaysia's growing obesity epidemic.