- In a move that certainly bucks the trend, global affairs and lifestyle niche magazine Monocle avoids all social media.
- Part of Editor-in-Chief Tyler Brule's reasoning is that most social media users use Twitter and other networks like a news ticker—the message is satisfying enough on its own, so they don't click through.
- Brule also wants to maintain a more intimate, in-person relationship with the smaller group of Monocle readers rather than try to scream messages at a larger group, expressing his belief that having no social media presence creates a sense of mystique for the brand.
From the article:
... Mr. Brule, for his part, is practicing what he preaches. He picked up the phone after a dinner in Singapore, in the midst of a book tour that will hit four continents. "We certainly see that when you roll into town, it often pays dividends in the slipstream," Mr. Brule said, noting that at each promotional stop the magazine sees a surge in subscriptions, newsstand sales and advertiser interest. ...