“ People are intrigued by how we manage to charge 50 percent more for subscriptions,” he says. “Partly, the subscription gives people access to some Monocle extras, the website archive, and so on. But it is really based on the idea that people want to belong to something that says something about them.” This is one of the reasons he remains skeptical about digital content. “People will choose what denim they want to wear, and they will choose what newspaper they want to buy, and they want other people to be aware of that, too. Until an iPad is backlit, no one will have any idea that you read Der Spiegel or the Guardian or whatever.
January 19, 2012
