Hasta La Creative!

Enamored with social media’s ability to funnel traffic to their websites, publishers have leaped headfirst onto Facebook, Twitter, Pinterest, Reddit and others. They’ve established verified accounts, hired social media editors, taught their reporters to tweet and asked them add buzzy personality to stories that will spread across the social web. Larry Kramer, president and publisher of USA Today, deemed this a “Gutenberg moment” for the industry and said publishers should seize it.

But Monocle, a niche but thick global affairs and lifestyle magazine, isn’t close to sold. The magazine does not participate in social media at all: no Facebook page, no Tumblr blog, not even a Google Plus.

“Just because a new platform is out there, doesn’t mean you need to be on it,” said Tyler Brule, Monocle’s editor in chief.

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