Created for an audience that existing media models currently ignore, according to the publishers, Monocle will be a global media brand that combines print, web and broadcast components.
Magazine frequency will be 10 times a year and distributed worldwide with an initial printrun of 150 000. Subscribers will be able to access a web and broadcast component of the publication
The brand will be published from a London hub and from launch will have editorial bureaux in New York, Zürich and Tokyo. Staffed by an editorial team of 22, the team has been drawn from the Independent, BBC, The New York Times and other international news organisations. Printed in the UK, the magazine will focus its distribution in Europe, North America and the Asia-Pacific region.
Monocle is as much aimed at the Spanish banker living in London as the Finnish architect in Zürich, the Canadian lawyer in Hong Kong, or the Brazilian gallerist in Tokyo; readers who probably don’t live in their country of birth, whose work takes them to several different countries a week and who thought they had outgrown news and business magazines as we currently know them.
Well-educated and well-heeled, Monocle’s intended audience will consist of opinion-formers who crave a world view rather than a domestic rendition, a global current affairs brand that is not US-based, and a print component which is focused on delivering the best writing, photography and production in an original, quality format.
Free of PR-driven content, celebrities (entertainment, business or otherwise) and the low-grade production values that have become the norm in many “news and information” titles, Monocle aims to give an intelligent take from territories less covered and corners rarely explored. From a less obvious approach to global affairs coverage to business pages that are just as interested in the small and crafted, as they are in the massive and muscular, Monocle’s words and pictures will be delivered by an international team of established and emerging writers, photographers, illustrators and film directors.
A completely separate entity to Tyler’s creative agency Winkreative, Monocle is financed by an international consortium of private investors and will be published from London by Winkontent, the editorial and broadcast arm of Winkorp AG, Brûlé’s Zürich-based holding company.
