Monocle Magazine Turns a Blind Eye to Visual Stimuli
bunbunnyny — August 18, 2009 — Social Good
References: monocle & independent
Many devoted subscribers to Monocle magazine, including myself, who also follow its accompanying video podcasts, would have noticed a slight decline in the number of video podcasts released by the publication. Monocle has also had a period in which it featured a mere slideshow of images accompanied by a narrator for its video podcasts as opposed to actual moving images.
Despite the aforementioned decline, the magazine’s weekly and summer special audio podcasts had become quite popular, and it does invoke the thought of whether that change was made due to the ease and lower cost of producing audio rather than video content.
The Independent recently interviewed Monocle’s editor, Tyler Brûlé, and asked his personal opinion on why the publication has taken their printed content to be brought into an aural and not visual experience.
In the interview, Brûlé claims that while other media entrepreneurs focus more on video, “such content is of little appeal to [our] consumers who are listening with your eyes closed and lying in the sun.” Monocle’s Summer Series podcasts are billed by Brûlé as an “audio travel companion over [your] holiday season.”
To make up for the loss of moving images, Monocle hand-picks the narrator for your global road-trip to be in the form of renowned luminaries such as “Savile Row tailor Patrick Grant, Icelandic singer Yohanna, retail guru Priscilla Carluccio,” and even Tyler Brûlé himself.
Despite the aforementioned decline, the magazine’s weekly and summer special audio podcasts had become quite popular, and it does invoke the thought of whether that change was made due to the ease and lower cost of producing audio rather than video content.
The Independent recently interviewed Monocle’s editor, Tyler Brûlé, and asked his personal opinion on why the publication has taken their printed content to be brought into an aural and not visual experience.
In the interview, Brûlé claims that while other media entrepreneurs focus more on video, “such content is of little appeal to [our] consumers who are listening with your eyes closed and lying in the sun.” Monocle’s Summer Series podcasts are billed by Brûlé as an “audio travel companion over [your] holiday season.”
To make up for the loss of moving images, Monocle hand-picks the narrator for your global road-trip to be in the form of renowned luminaries such as “Savile Row tailor Patrick Grant, Icelandic singer Yohanna, retail guru Priscilla Carluccio,” and even Tyler Brûlé himself.
Trend Themes
1. Audio Podcasting - The popularity of audio podcasts raises the opportunity for businesses to explore creating audio content as a cost-effective alternative to video.
2. Visual Content Decline - The decline in visual content consumption indicates a potential opportunity for businesses to adapt their content strategies to focus on other sensory experiences like audio.
3. Personalized Narration - The use of renowned narrators in global road-trip podcasts suggests the potential for businesses to offer personalized narration services to enhance customer experiences.
Industry Implications
1. Publishing - The shift to audio content by Monocle Magazine highlights the need for the publishing industry to explore new ways of delivering content and engaging with readers.
2. Media Production - The rise of audio podcasts presents an opportunity for media production companies to offer specialized audio production services to meet the growing demand.
3. Tourism - The concept of audio travel companions opens up opportunities for the tourism industry to provide immersive audio experiences that enhance travelers' journeys.
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