The Challenge of Making Print Publishing Profitable

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Oct. 2 (Bloomberg) -- Tyler Brule, Editor-In-Chief at Monocle, discusses advertising growth, the challenge of making print publications profitable and what the future holds for Vanity Fair magazine as it celebrates its 100th anniversary. He speaks on Bloomberg Television’s “The Pulse.”

To reading them on a tablet.

Is this what everyone is going to start doing?

I heard you before the break, i can see gender summer holiday sitting on your lounge trying to get the sunlight angle right to read off your tablet.

I have to ask you, is it really, really the case?

Nevertheless, of course there is this huge -- there's a lot of indecision in the market.

People are flip-flopping, trying to decide which way they want to go.

If we look at our business, and we have three printable areas -- the magazine, our website, and our big push on the digital side is radio.

We have monocle 24, which is our radio outlet.

Month in and month out, where's the profitability?

On paper.

I believe we shot you some numbers.

The last few months from summer our ad growth has been about 50% if we look at the last four issues over last year.

We had a very profitable 2012. we are on track to have extraordinary 2013. would you describe yourself as a niche?

Niches can survive in the world around them is changing.

I guess if you want to say 80,000 people who are fully paid up every month -- we're not chasing eyeballs online and certainly, you're not going to get on any aircraft are going to any hotel room and have an avalanche of our magazines fall on top of you.

Everyone has to pay up whether it is on newsstand or as a subscriber.

I don't think this is news to a company like bloomberg, how well subscription models like that work.

Is 80000 and niche?

Probably, but nevertheless, we treat the entire world is our market.

We don't run into the problems of maybe having a weak german edition or a slightly saggy korean edition.

We have the same conversation with our advertisers as well.

They want to pay once and pay for the world.

Do you think as we become or digital there's going to be backlash?

We do everything online -- shopping, increasingly our lives are run by the internet.

Is there going to be a point where we are fed up with that and go back to the kind of more basic pleasures in life?

I think that is already happening.

We talked to our readers a lot.

Currently, i am on a book tour.

Our headquarters also happens to be here in zurich.

We just launched a book and we have sold 20,000 books at roughly 60 euros a copy just over the last two weeks.

People do want to be on paper.

His is probably our 11th city on our book tour.

Would we get in front of our readers, we talk to them and they say, look, i am in front of a tablet all day, four trading screens in front of me as a monocle reader of 11 saturday or sunday afternoon comes along and i don't want to be on a backlit screen all the time.

I think purely not for health reasons we would never sell our reasons -- magazine for that, the people want diversity when it comes to cuisine thing for the media as well.

One of the things you'll notice when you pick up a monocle magazine is there is an opportunity to buy products and you have shops and you certainly made a drive in that direction.

One thing being online does offer you is a way of making regional channel and the magazine work a little bit more seamlessly.

Increasingly, you look at the business model going forward and clearly, they want to link these two things together.

Are you not missing an opportunity?

Are they grasping an opportunity to potentially be huge?

Well, if i give you some numbers, we will probably round out 2013 with retail, what we do online and what we do in our stores be that in hong kong, new york, toronto, london, where we have our own shops that are owned and operated, probably 23% and maybe 25% if we have a good christmas, turnover of our business.

I don't think we are in the immediate company and retail is 25% that we're missing too many tricks.

What piece of advice would you give to "vanity fair"? they been around for 100 years, but they need to think about the future.

All good magazines at this end of the market are run by canadians trust so i say to my friends, mr.

Carter, i would love to see with them a few more international additions.

Hopefully, owned and operated by --it was great seeing them go into the french market.

This is not all under grade and stewardship, but i think because there is a looking at celebrities and there are niche is in popular culture, having other editions also works for magazine like "vanity fair." at the same time, i would love to see a dedicated channel.

Could they cut a deal someone like hbo?

I would love to see what they would do a nonfiction programming and also in terms of getting into potentially dramatic productions as well.

I think that is another area you could see growth for that brand.

Thank you, tyler brule.

Canadians are on the president.

They even run our banks here.

Just to confirm a story earlier, the white house confirming the president will not make his scheduled trip to malaysia.

He will be staying at home and dealing with the big story that is certainly driving domestic politics, and that is the government shutdown, potentially very soon.

The story surrounding the debt limit.

Yesterday i was at the milken institute and we had a couple of insulations from u.s. institute -- the u.s. because of

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