It’s a year or so after launch of Monocle and things are going very well, both in print and online, so it's time for me to move on. Having worked with Tyler Brûlé and the rest of the Monocle team to breathe life into the project, creating the first volume of the magazine and iterations of the website and steering it through its first successful year of operation, I decided to leave, and departed at the end of March 2008. The project is up and running, with good solid foundations. Thus, others can run the daily business from here on in.
With that, I thought I’d pause to reflect on some of the design and strategy choices I made with Monocle.com and share them here. I’ve often tried to be ‘transparent’ about the work done on projects here, in the hope that it stimulates useful thought or conversation in other projects elsewhere, and partly to facilitate my own reflections on work. None of what follows is rocket science, and it’s not the place to look for thoughts on 2.0/3.0, social software, or urban informatics. That would be in the accounts of different projects. But if you’re interested in the honest craft of website work, almost deliberately old-fashioned ‘classical’ web design - and how to ally this with innovation in magazine publishing - the following should provide a decent account of several of the key decisions in this particular project.
During the course of an insanely busy year there are many other key decisions that just occurred and aren't noted here - most of them, in fact. And of course some that are confidential. Nor is this particularly structured. Nonetheless, it contains early sketches, outlines of strategic thinking and some insights into decision-making, tool choices and design practice. I hope you find what follows to be useful or interesting.
Context
As someone put it, Monocle was probably the most blogged about magazine last year. It was written about offline a lot too, but I won’t dwell on the magazine specifically here, except where it relates to the design and production of the digital services. (For a bookended account, Monocle's editor Andrew Tuck wrote about the launch and Tyler and Andrew were both recently interviewed a year on.)
Many were too quick to judge perhaps, but others were less so and considered responses emerged throughout the year. Reception varied wildly, as one expects, but leaving aside the reception for the magazine and brand overall, the website itself often received much critical acclaim, for which many thanks. The likes of Eye, Print, BusinessWeek, MagCulture and Design Week all suggested we were onto something with our integration of print and web specifically. I’ve mentioned the Eye article before, but the Print piece by Andrew Blum was particularly sharp in identifying the Monocle.com difference. While the new media commentators often mistakenly looked for a 2.0 platform play, Blum noted our attempt to bring quality back to the table, trying to use a new platform to reinvigorate broadcast journalism itself. Similarly BusinessWeek spotted that the “web component (is) more like TV than print”. It actually feels somewhere between the two, but that was the intention.
Perhaps more importantly, the user figures have grown healthily throughout the year. Unique users and time spent on the site are all doing fine, but I knew from the BBC that getting the broadcasts into iTunes would be the thing that really extended the viewership of the programmes, our primary purpose. When we added BBC radio podcasts to iTunes they really thrived, and sure enough, since November 2007, viewing figures have been doubling month on month for Monocle’s movies, driven by iTunes’ ease-of-use. We’re now shifting terabytes of editorial each week. If you have audio or video material, the value of iTunes at this point cannot be stressed enough. It’ll be interesting to see how that platform develops.
Best of all, we hit number 1 in the iTunes News & Politics chart just before Christmas 2007. It’s hardly the most rigorously calculated chart in existence, but still an achievement, I think, to have the likes of the rather more well-funded and well-established Economist, Guardian, BBC, Reuters and Sky trailing in your wake through December, even temporarily (with the first four there having an average age of over 100 years or so, and our brand barely 10 months old at that point.)
So for an entirely new non-mainstream brand, with a no-celebrity policy allied to serious global coverage of subjects that are often little known before we cover them, I’m very happy with the favourable response from readers and viewers. We’ve covered e-Sports in South Korea, the animated title sequences of Kuntzel+Deygas, Narcotecture in Afghanistan, Tezuka architects’ Fuji kindergarten, Lexus’ brand issues, Paula Scher on Brand America, the train from Istanbul to Van, the CEO of Lego, the Tällberg Forum, the 2007 Salone industrial design fair and Frankfurt Motor Show, slow food in Turin, our top urban design solutions, mayoral summits in New York, photojournalism from Murmansk, Tajikistan, Zimbabwe and Abkhazia, and much more besides, Plus, we got name-checked by Lupe Fiasco.
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