The American Split of Church and State
The otherwise boring profile of Tyler Brule/Monocle from The New York Times features this quote about the magazine’s unconventional approach to advertising:
“Rather than some boozy lunch with editors and sponsored parties, we cut right to the chase. We have editorial integrity, we don’t accept freebies and we make the final decision about what is worthy,” he said. “But as publisher and editor, I’m part of the religious and secular worlds, and I make the decision. No offense, but I think the whole church-and-state thing is a very tired, U.S. concept.”
As blasphemous as Brule’s approach to magazines is, I think he’s on to something (though I’m not entirely sure how it scales up). It’s not new, however, Heavy.com did all their own creative from the beginning. With that said, I find it quite interesting that Brule took it out of just the media world and questioned the general American concept of church and state, I can’t say I’d ever though of it quite that way (church and state being an American concept), but it is and it’s something that bleeds through all culture for better (and occasionally worse). (Just to be clear, I’m in no way suggesting abolishing church and state when it comes to politics, I believe religion has no place there.)

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I respect a lot about Monocle, but the sponsored mag content is affecting quality. Advertorials are beginning to bleed into articles, so much so that there’ll be one page of editorial and one page of ad, designed to look as close to the edit content as possible. I’m fine with advertorial if it’s sequestered to certain chunks of the magazine, but every other page makes a brutal reading experience.
ALSO….Brule’s brand consultancy company Winkreative is now rebranding Taiwan. Every time i read in Monocle “we suggest City X embark on a full-scale rebrand to address its sagging international reputation” I chuckle a little bit to myself and wonder how long it’ll be before they just go ahead and put Winkreative’s phone number in parenthesis.
At any rate, I agree with his central premise. Media’s Church vs. State struggle made each side ignorant of the other.