Amidst all the chatter about the decline of the print medium, all eyes have been on Tyler Brule’s recently launched Monocle to see if this niche publication aimed at a politically aware, design-obsessed, jet-setting crowd would work. The early answer appears to be a resounding "yes." According to an article in the Australian Financial Review,
Strong sales in most countries have prompted Robyn Holt, the Australian-born, London-based managing director of the global magazine Monocle, to increase the new publication’s print run 20 per cent after just one issue. The second issue of Monocle – a business, current affairs, culture and design magazine pitched at people "with a global perspective" – appeared on March 16 with a print run of 180,000 copies, up from 150,000 for the first issue, which was launched a month earlier.
The article goes on to state that, "the first issue of Monocle attracted $1.5 million (Australian) of ad revenue, 40 per cent higher than expected."
The third issue hits newsstands on April 9th.
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monocle is indeed a great read. i was sad to see brule’s column go in the FT.
March 27th, 2007 at 5:32 pm
I read that article on Monday and hunted Monocle down. Although it was AU$12 on the cover I went ahead to pay AU$20 to get the current edition. Well worth it though.
Thank goodness someone is applying some innovation to journalism and bringing a new edge to traditional media.
I’d definitely recommend a read.
March 28th, 2007 at 7:41 am
@ John:
Brule is writing a new column for the International Herald Tribune. They should all be online in the “culture” section…
March 29th, 2007 at 8:19 am
We advertised in the first issue and while it did not attract a huge audience, it certainly was the right audience. Love the magazine!
April 1st, 2007 at 3:45 pm