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Monocle 2013 Media !"#"$%&: !&'() *(+ ,-./ . The mission Bringing the world into focus — Monocle was founded in ,--0 as a briefing on global a1airs, business, culture, design and much more. We believed there was a globally minded audience that was hungry for opportunities and experiences beyond national borders. We also felt this was a generation that wanted to know who was creating the best cities, about new business ventures from Seoul to São Paulo and the people benchmarking quality in everything from media to hospitality. Our readers have proved us right. , 1 2 The magazine A global briefing on a!airs, business, culture and design — The magazine Monocle’s .- issues a year are dense, bookish and collectable. They are commissioned, edited and designed at our Midori House headquarters . Brazil’s command of the in London’s Marylebone and call on a global team of sta1 editors 3 UN mission in Haiti and over /- correspondents from Beirut to Milan, Washington , Rio’s drugs war to Singapore. Monocle: keeping an eye and an ear on the world. / On board a US aircraft carrier 2 The Norwegian army’s o3cer-training school The content 4 The Philippines’ Marcos family A!airs Design A global mix of reportage, essays and inter- Bypassing hype, Design is dedicated to views with the forces shaping geopolitics. unearthing emerging and established talent wherever it may be. Business Devoted to identifying opportunities and Edits inspiring the reader. Bite-sized and always thought provoking, Edits is full of vital life improvements curated in a fast-paced and well-researched collection. Culture A tight group of opinionated columnists, reviewers and interviewers deliver the best in film, television, music, media and art. 4 5 1 2 1 2 . Australia’s Merino 3 . Amsterdam’s renovated 3 wool industry Rijksmuseum , Daimler’s car- , Brazilian TV sharing service / French band Air / The Frankfurt 2 Tsutaya Books in Tokyo stock exchange 4 Film-maker and collector 2 High-speed rail in James Brett Mardid and Berlin 4 Barack Obama’s chief of protocol 4 5 4 5 1 2 1 2 . Helsinki’s design 3 renaissance 3 , Fashion feature on eyewear / Furniture collector Noritsugu Oda’s house 2 Danish typeface designers 4 Textile artist Kay Sekimachi 4 . Inventory: the spring collection , Vienna Christmas gift guide / Sydney breakfast hotspot Three Blue Ducks 2 Sports cities: Paris 4 Tangier property prospectus 4 5 5 / Guides and supplements From snowy foothills to sandy beaches, Monocle’s additional editorial line-up has got everything covered — Throughout the year Monocle produces several guides to complement the main editorial content. These range from reference-style transport surveys to design and travel directories. We also o1er the opportunity to build a strong brand partnership with the use of sponsored colour supplements such as city and country surveys or travel guides. These bespoke editions vary in format and are produced in collaboration with our team of in-house editors and design specialists. Newspapers Monocle Alpino hits newsstands each December and is about leading a better life at high altitude. Monocle Mediterraneo, which goes on sale the final week of July, covers life in sunnier destinations. We use the format to display photography and advertising in an eye-catching large format. The newspapers are distributed globally but are always promoted in key winter and summer resorts, whether that is Kitzbühel, Capri or Phuket. — The full picture With its print, audio and online elements, Monocle is a total media brand. That’s in addition to our expanding retail network and online business. Via our shops in New York, London, Toronto, Tokyo and Hong Kong we sell products that cater to our readers’ tastes. We also have a café in Tokyo and another in London. 2 The readership A worldwide audience — A"uent Informed Intelligent Well travelled Readership Monocle readers are globally minded, often working and living across borders. They make up a demographic that is opportunity-focused: looking for new business ideas around the globe, keen to discover new hotels, wanting to be up to date with the best developments in food, media, design, architecture and more. Our core reader is an urban-dwelling, !5)-educated, $&"/MD/entrepre- neur working in finance, government, design or the hospitality industry. Readers have an average income of £,-0,--- and travel on .- business trips a year, plus five holidays. They are savvy and design-conscious con- sumers who invest in property, art, cars, timepieces, fashion and interiors. — Facts & figures 46%: percentage of our readers with a postgraduate degree. / weeks: annually, the average amount of time our readers spend in hotels on an average of .- business trips. /4: the average age of a Monocle reader, of which a quarter are female. 2 hours: the average amount of time our readers spend reading the magazine. — Survey by Linda Jones & Partners 4 The circulation Onwards and upwards — #$,%&' sales (% year-on-year growth Circulation Monocle’s total average global circulation is 0/,.26 (Jul-Dec ,-.,): 7,% newsstand (22,640), ,.% subscriptions (.4,462) and .0% paid bulks (.,,468). As a premium media brand, Monocle has a strict no-free-copies policy and our free circulation therefore equals zero. .--% of Monocle subscriptions are sold at the full price (£6- per annum: .- magazine issues and two newspapers). The Monocle cover price is £7 and the subscription model is a premium one. The high active-purchase percentage reflects the high level of engagement our a9uent, well-travelled, influential, opinion-leading and discerning audience has with our brand. EUROPE -+ Top "# markets AMERICAS ASIA */ PACIFIC *( UK USA Australia Canada Germany Hong Kong Singapore France Italy Switzerland The editorial plan Ideas for the year ahead... Our year ahead *) Design and build — a mixed-use co!ee shop %) magazines * newspapers February: !"#"$%& (::;& 7-: On sale .0 January %) Produce a March: !"#"$%& (::;& 7.: On sale ,. February bespoke gift guide for the Christmas April: !"#"$%& (::;& 7,: On sale ,. March season Special edition Style Survey % May: !"#"$%& (::;& 7/: On sale ,4 April Special edition Design Directory % June: !"#"$%& (::;& 72: On sale ,/ May &) Create new Special edition Transport and Energy Survey surveys and develop new radio shows July/August: !"#"$%& (::;& 74: On sale ,- June Special edition Quality of Life and Entertaining Guide $) Publish a !"#"$%& !&'(+&<<)#&": On sale ,4 July beautiful and Special edition newspaper resourceful guidebook +) Add to our expanding archive September: !"#"$%& (::;& 77: On sale .4 August of documentaries Special edition Entrepreneurs Guide and Workplace Design Survey October: !"#"$%& (::;& 70: On sale .6 September Special edition Style Survey * November: !"#"$%& (::;& 78: On sale .0 October Special edition Design Directory * December/January: !"#"$%& (::;& 76: On sale ,. November Special edition *)%& Forecast + Travel Top +) !"#"$%& )%=(#": On sale .6 December Special edition newspaper 0 Advertorials Working together — Bespoke surveys Travel guides Themed series Exclusive partnerships A tailored product In addition to o1ering personalised packages to advertisers, Monocle also creates original content for companies interested in exploring alternative creative solutions to augment existing marketing strategies or specifically target the discerning Monocle reader. Produced entirely in-house by the editorial team and controlled by the editor in chief, Monocle custom-content solutions are a1orded an equal level of quality and time as editorial, and employ the talents of photographers and illustrators usually featured within the magazine. — Forward thinking Monocle bespoke advertis- ing can connect campaigns across print and digital, deliver advertorial collaboration in film and audio or target and engage audiences with integrated mini- sites promoted on our website. All content is produced by our in-house editorial and design teams. 8 Monocle online A fresh perspective — **),)))+ unique visitors per month %,))),)))+ page impressions per month Monocle.com Monocle takes a unique approach to the web with a focus on video, round-the-clock radio on Monocle ,2 and an ever-expanding retail o1er. Rather than rehashing the print edition online, our web strategy is to provide an in-depth complement to our activities on the page. We drive tra3c with daily comment via our Monocolumn, news and current a1airs broadcast day and night from our studios in London and weekly additions to our web shop. Mini-documentaries, travel and retail briefings, in-depth Q&As and photographic reportage also expand upon Monocle’s magazine and radio o1ering. The intelligent content and programme-sponsorship opportunities ensure a premium and high-value environment to commu- nicate with an a9uent, influential and loyal global audience. Who’s visiting? Viewing? Listening? Shopping? Our audience online is very similar to the print edition, though we know our reach is bigger in some markets. People are passionate about radio and there are waiting lists for our special product collaborations. Our audience visits because ours is a more personal approach to the web: rather than shouting and trying to drive tra3c with gimmicks we prefer to host our visitors in a more intimate environment. That means radio, longer-form films and a premium retail environment. An average visit of .7 minutes says it all. The site has a growing audience of over ,,-,--- unique users and over 24-,--- film downloads each month. 6 Monocle ,2 A new vision for radio — *& hours a day # days a week &)),))) listeners per month %.+ million downloads per month Monocle ,2 was founded in ,-.. to provide a radio station that catered for a smart, diverse audience. Monocle ,2’s listeners have a thirst for global a1airs, business, culture, design and much more. Their music tastes are similarly broad, provided for by a playlist of carefully curated tracks from Denmark to Brazil. Monocle ,2 is not a rolling news service. We try to cover stories that are often ignored by other globally minded broadcasters and take time to tell stories in depth and add analysis along the way. We often report on stories that at first listen may seem to be hyper local but that actually tell a bigger story with international resonance.
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