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A quick look at Monocle’s line of publishing and retail products

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Monocle Product Line

January 2016

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Masthead

Research, Design & Production Ivan Kostynyk

Images and copy:monocle.comgestalten.commagculture.com

Last editedJan 10, 2016

Vol 01, Ed 01

Product Line:Monocle

Product Line is a short, informal research document that aims to provide relevant information and key takeaways on products and services of a

given brand.

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in this report

Publishing products:Monocle Magazine

Monocle AlpinoMonocle Mediterranian

The ForecastThe Escapist

Monocle Guide to Better LivingMonocle Guide to Good Business

Monocle Guide to Cosy HomesMonocle Travel Guides

Fashion & Objects:Bags and Travel

ClothingFragrancesHomeware

PrintStationery

ConclusionTakeways

bonus

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Monocle is a premium global media brand with magazine, online, radio, retail and hos-pitality divisions. 

Headquartered in London, and with offices in Zurich, New York, Tokyo, Hong Kong, Istanbul, Singapore and Toron-to, Monocle is published ten times a year. We have stayed loyal to our belief in quality print with two new seasonal publications: The Forecast, packed with key insights into the year ahead, and The Escapist, our summer travel-minded magazine which also delivers a dose of business ideas and global affairs. 

Monocle also publishes a series of books and travel guides in collaboration with German publisher Gestalten. 

Then there’s Monocle 24, our round-the-clock radio station that delivers global news and shows covering foreign affairs,

urbanism, business, culture, design, food and drink and print media. Plus we have a playlist to accompany you day and night, often assisted by live sessions hosted at Midori House. We also have a dynamic website: monocle.com, which hosts high-quality films and slideshows. Beautifully shot and edited by our in-house team of film-makers, Monocle’s films provide a fresh perspective on sto-ries reflecting our editorial philosophy. 

Monocle is a complete media brand with its print, audio and online elements – not to mention our expanding retail network and online business. Via our shops in New York, London, Toronto, Hong Kong, Tokyo and Singapore we sell products that cater to our readers’ tastes and are produced by brands we believe in. We also have cafés in Tokyo and London and are set to expand this part of our busi-ness. – monocle.com

About Monocle

‘Monocle is a rare global success, a single entity distributed in multiple continents,

countries and cities’– Magculture

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Monocle’s

publishing productsMonocle Magazine

Monocle AlpinoMonocle Mediterranian

The EscapistThe Forecast

Monocle Guide to Better LivingMonocle Guide to Good Business

Monocle Guide to Cosy HomesMonocle Travel Guides

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Monocle Magazine

Key Details

i. Established in 2007ii. Editor in Chier and CEO: Tyler Bruleiii. Published 10 times a yeariv. Global audince of 120,000 subscribersv. 80,171 copies sold in Jan-Jun 2015 (ABC)vi. 3% year-on-year growth

Top Markets

vii. UKviii. USAix. Australiax. Canadaxi. Germanyxii. Singaporexiii. Hong Kongxiv. Portugalxv. Francexvi. Italy

Average Global Circulation : 75,575

i. 60% newsstand (45,248)ii. 22% subscriptions (16,804)iii. 18% paid bulks (13,523)

Customer Demographic

Our core reader is an urban-dwelling, MBA-edu-cated, CEO/MD/entrepreneur working in finance, government, design or the hospitality industry. Readers have an average income of £207,000 and travel on 10 business trips a year, plus five holidays. They are savvy and design-conscious consumers who invest in property, art, cars, time-pieces, fashion and interiors. (Monocle Media Kit)

Europe: 53%

Asia Pacific:22%

Americas:25%

Monocle Media Kit 2014

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Monocle Magazine

Monocle’s 10 issues a year are dense, bookish and collectable. They are commissioned, edited and designed at our Midori House head-quarters in London’s Marylebone and call on a global team of staff editors and over 30 correspondents from Beirut to Milan, Washing-ton to Singapore. – monocle.com

Watch promo video for the latest Monocle Alpino

1. Dec 2013 - Jan 2014 cover2. Mar 2007 cover3. Monocle spreads (next page)

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Monocle Magazine

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The Monocle Alpino newspaper is the sister publication of Monocle and covers news, current affairs, business and design. It is printed twice a year over the seasonal holiday periods in summer and winter.– monocle.com

Monocle Monocle Alpino (est. 2010)

Watch promo video for the latest Monocle Alpino

KEY DETAILS:

i. Large format newspaperii. Published once a year in Decemberiii. Availbale worldwide, promoted in key winter

resorts (i.e Kitzbühel, Capri or Phuket)MonocleMagazine

Monocle Alpino

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Much line The Monocle Alpino, Mediterraneo is a leisure newspaper that covers news, current affairs, business and design. – monocle.com

Monocle Monocle Mediterraneo (est. 2010)

Watch promo video for the latest Monocle Mediterraneo

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The Forecast is Monocle’s new annual publication packed with sto-ries that look further, think bigger and look closer at the ideas shap-ing global affairs, business, urbanism, culture, design and beyond.– monocle.com

Monocle Forecast (est. 2014)

Read more about the releaseof Forecast on Hypebeast

Learn more and get the new Forecast here

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The Escapist is the latest extension of Tyler Brulé’s Monocle brand, published to fill the summer gap between regular monthly editions of the parent magazine. – Jeremy Leslie

Read more about Escapist on magCulture

Monocle Escapist (est. 2015)

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Monocle Guidet to Better Living (2013)

The Monocle Guide to Better living is a survey of products and ideas built to treasure and last. Monocle has created an intelligent publica-tion that continually inspires a global readership that is interested in everything from diplomacy to design. This tome looks at one of the magazine’s core themes: how to live well. It’s a book designed to be an indispensable guidebook to contemporary life.– gestalten.com

Read more about Monocle Guide to Better Living on Gestalten

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Monocle Guidet to Good Business (2014)

The Monocle Guide to Better living is a survey of products and ideas built to treasure and last. Monocle has created an intelligent publi-cation that continually inspires a global readership that is interested in everything from diplomacy to design. This tome looks at one of the magazine’s core themes: how to live well. It’s a book designed to be an indispensable guidebook to contemporary life. – gestalten.com

Read more about Monocle Guide to Good Business on Gestalten

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Monocle Guidet to Cosy Homes

This Monocle book tells us how to turn a house into a home. Both a practical guide and a great source of inspiration, The Monocle Guide to Cosy Homes presents the interiors, furniture, and loca-tions you need to know about along with portraits of the people who can make it happen. – gestalten.com

Read more about Monocle Guide to Cosy Homes on Gestalten

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Monocle Travel Guides (est. 2015)

The Monocle Travel Guide series reveals our favourite places in each city we cover, from the ideal route for an early-morning run to the best spots for independent retail. Full of surprises and quirks, they also feature detailed design and architecture pages, neighbourhood walks to get you away from the crowds and our favourite places to eat everything be it tasty fast food or something truly celebratory. – monocle.com

Read more about Monocle Travel Gudes,visit monocle.com

1. Monocle Travel Guide: Miami2. Monocle Travel Guide: Hong Kong3. Spreads: Monocle Travel Guide Hong Kong

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Monoclo’s

fashion & objectsBags and Travel

ClothingFragrancesHomeware

PrintStationery

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Monocle Select Bags and Travel

For more products, go to Monocle.com

The Boston’s younger brother comes with everything you might expect: construction quality, understated design, and pockets to cover any packing eventuality. Inserts include laundry and toiletry bags, a document wallet, a pouch for keys and coins - and a zipped compartment for shoes. – monocle.com

1. Porter Baby Boston Bag2. Zip case, Monocl X Delfonic3. London Undercover X Monocle

city gentelmen umbrella4. Porter Foldable Bag

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Monocle Select Fashion & Accessories

The newest addition to our expanding Monocle Voyage range, this lightweight cardigan is a versatile item. It can be easily paired with a Monocle Voyage Oxford shirt or a casual T-shirt for an effort-lessly smart look. Made in Italy from premium Corgi Welsh wool, this timeless piece is a great addition to any wardrobe. – monocle.com

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1. Porter Baby Boston Bag2. Vidonu X Monocle Voyage Ties3. St. James Striped Long-Sleeve

T-shirt4. Monocle Tenugui Set5. Monocle Voyage Oxford Shirt

For more products, go to Monocle.com

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Monocle Select Fragrances

Sugi – also known as Japanese cedar – is popular as an orna-mental plant in Japan and has a delicate, clean and energising fragrance. After the great success of our first collaborations with Comme des Garçons – Hinoki and Laurel – we’ve returned to them for this third scent, which has been developed in Paris by Antoine Maisondieu and comes in a Monocle-designed bottle and box. It’s a refreshing unisex scent that’s light but sophisticated, beginning with top notes of Mediterranean cypress and pepper from Madagascar, followed by iris from Florence and cedar from Virginia, and finished with pine and Haitian vetiver. – monocle.com

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03 02 1. Comme Des Garcons Scent One: Hinoki

2. Comme Des Garcons Scent Three: Sugi

3. Welsh Lavender Cream

For more products, go to Monocle.com

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Monocle Select Homeware

Monocle is delighted to collaborate with Nikari, a Finnish manufacturer of sustainable wood designs, on this elegant home stool that has been created by Kari Virtanen. It comes in birch with a versatile forest-green covering, ideal for use within home or office spaces. – monocle.com

For more products, go to Monocle.com

1. Nikari X Monocle Home Stool2. Lana Cotton Towel By Kontex3. Monocle Ceramic Plate Set By

Kihara 4. Mastro Geppetto X Monocle

Cubicolo Quadro

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Monocle Select Prints

Monocle imagined the perfect cruise ship in the June 2014 issue; for further inspiration we have produced a limited run of 200 prints of the ‘Midori Empress of Sardinia’ in all its glory. Illustrated by Gaku Nakagawa. – monocle.com

For more products, go to Monocle.com

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02 03 1. The Perfect Cuiseship2. Map Of The World3. The Perfect Precinct

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Monocle Select Stationery

Monocle imagined the perfect cruise ship in the June 2014 issue; for further inspiration we have produced a limited run of 200 prints of the ‘Midori Empress of Sardinia’ in all its glory. Illustrated by Gaku Nakagawa. – monocle.com

For more products, go to Monocle.com

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1. Monocle Hardcover Notebook Set2. Mark’s 2016 Weekly Diary3. Monocle Accordion Pocket Notebook

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key takeways

On Distribution

‘A large proportion of the distribution [is] concentrated at airports and at ski resorts, targeting Monocle’s affluent, well-travelled readership.’

‘The newspaper [is] available at good newsstands, hotels, airports and retailers across the globe, with an increased distribution in Hong Kong, Singapore and

Thailand as well as the UK and the US this year.’

On Target Market

‘Brûlé refers to the Monocle readership base as the “Lufthansa audience”. Notwithstanding the Euro-centric airline reference, the subscriber customer segment tends to be a broad-based, geographically dispersed yet connected

globe-traversing community of urbane, widely-read and informed, upwardly mobile cultured citizens who share a discerning interest in all things political

and business current affairs, luxury fashion and style, local craftsmanship, creativity and design, practical sustainability, quality of living and healthy

lifestyle.

On Magazine

“Media owners around the world are scratching their heads, asking why magazines and newspapers aren’t selling anymore. Why? Because you’ve

downgraded the experience. When you are competing against digital, which can zoom in and animate… then your print experience needs to be tactile and

exciting and, for magazines, a bit collectable.”

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publishing product expansion

bonus

Monocle magazine2007

2010

2011

2015

2014

2010

2008

2013

2014

2015

Monocle MediterraneoMonocle Alpino

Monocle 24 Radio

Monocle Kioskafe

Monocle Shop Tokyo&

Singapore

Monocle Shop Hong Kong & New York

Monocle Shop London

Monocle Guide to Better Living

Monocle Guide to Good Business

Monocle Guide to Cosy Homes

The Forecast

Escapist

Monocle Travel Guides80,171 ABC total Jan-Jun 2015

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