Monocle - a print and retail business!
I have been meaning to blog about Monocle for some time, by way of follow-up to my post on The Week from last month. The Monocle is already a year or so old, but the freshness of what it is trying to achieve feels up-to-the-minute now, and will do for some time.
Monocle, delivered 10 times per year, is a global affairs briefing for forward-thinking professionals. It has a pretty high cover price, relative to similar topics, but it dials down the advertising accordingly.
A lot has been said recently about the decision to launch a print edition at a time when other publications have been nose-diving. Editor Tyler Brule’s argument is that a well-curated and beautifully designed magazine belongs in print format. I agree. But the trick is nesting your print product in an broader self-reinforcing environment.
Monocle launched with a web presence. Its a really high quality product, to the point that, for the first time, I am comfortable that some of my print subscription fee really does pay for online access.
Monocle just opened 3 retail stores in cities across the world. They carry 25 SKUs. Much like the No.6 store that I blogged about last week, it will be lucky to break even. But, for the brand that is Monocle, it is all about building a complete vision of a company that exists to inform and support global professionals. Its the next pillar in the broader self-reinforcing environment. I love what they are doing, and am excited to see what they will do next.
