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

Related Articles

Just Published

10 hours ago

China cracks down on Calvin Klein, Tommy Hilfiger ...

The announcement comes amid escalating US-China trade tensions, with Google and other US firms also under scrutiny.

10 hours ago

Assembly taps former Initiative CEO for Greater ...

EXCLUSIVE: Karen Ho joins the agency in a newly created role to drive growth in Greater China.

11 hours ago

Woolley Marketing: Walking the line between ...

Numerous holding companies, including WPP, Dentsu, and Publicis, are rebranding their agencies by shedding legacies. Darren Woolley asks would they advise clients to undertake similar transformations?

13 hours ago

The Guardian names Imogen Fox as global chief ...

The mandate covers leading advertising teams in Australia and the United States, apart from the UK.