report Monocle Product Line A quick look at Monocle’s line of publishing and retail products brandinquiry.wordpress.com January 2016 26 PAGES FREE 1 report 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. Masthead About Brandinquiry Research, Design & Production Inquiry is an ongoing research project Ivan Kostynyk initiated by Mr. Ko. The project aims to analyze and provide insight Images and copy: into enterprises that successfully build monocle.com audiences, though forward-thinking gestalten.com strategies, content, product and mar- magculture.com keting initiatives. Last edited For further details contact Mr. Ko at Jan 10, 2016 [email protected] Copyright Notice None of the images, graphics, or written copy belong to Brandinquiry unless otherwise stated by author. Original authors, copy are referenced. Inquiry’s notes are marked blue for differentiation. Contact Mr. Ko at [email protected] to provide additional references or copyright concerns. 2 in this report Publishing products: Monocle Magazine Monocle Alpino Monocle Mediterranian The Forecast The Escapist Monocle Guide to Better Living Monocle Guide to Good Business Monocle Guide to Cosy Homes Monocle Travel Guides Fashion & Objects: Bags and Travel Clothing Fragrances Homeware Print Stationery Conclusion Takeways bonus 3 ‘Monocle is a rare global success, a single entity distributed in multiple continents, countries and cities’ – Magculture About Monocle Monocle is a premium global urbanism, business, culture, design, media brand with magazine, food and drink and print media. Plus we have a playlist to accompany you day online, radio, retail and hos- and night, often assisted by live sessions pitality divisions. hosted at Midori House. We also have a dynamic website: monocle.com, which Headquartered in London, and with hosts high-quality films and slideshows. offices in Zurich, New York, Tokyo, Hong Beautifully shot and edited by our in- Kong, Istanbul, Singapore and Toron- house team of film-makers, Monocle’s to, Monocle is published ten times a films provide a fresh perspective on sto- year. We have stayed loyal to our belief ries reflecting our editorial philosophy. in quality print with two new seasonal publications: The Forecast, packed with Monocle is a complete media brand with key insights into the year ahead, and The its print, audio and online elements – not Escapist, our summer travel-minded to mention our expanding retail network magazine which also delivers a dose of and online business. Via our shops in business ideas and global affairs. New York, London, Toronto, Hong Kong, Tokyo and Singapore we sell products Monocle also publishes a series of books that cater to our readers’ tastes and are and travel guides in collaboration with produced by brands we believe in. We German publisher Gestalten. also have cafés in Tokyo and London and are set to expand this part of our busi- Then there’s Monocle 24, our round-the- ness. – monocle.com clock radio station that delivers global news and shows covering foreign affairs, 4 Monocle’s publishing products Monocle Magazine Monocle Alpino Monocle Mediterranian The Escapist The Forecast Monocle Guide to Better Living Monocle Guide to Good Business Monocle Guide to Cosy Homes Monocle Travel Guides 5 Monocle Magazine Europe: 53% Americas: 25% Asia Pacific: 22% Key Details Average Global Circulation : 75,575 i. Established in 2007 i. 60% newsstand (45,248) ii. Editor in Chier and CEO: Tyler Brule ii. 22% subscriptions (16,804) iii. Published 10 times a year iii. 18% paid bulks (13,523) iv. Global audince of 120,000 subscribers v. 80,171 copies sold in Jan-Jun 2015 (ABC) vi. 3% year-on-year growth Top Markets Customer Demographic UK vii. Our core reader is an urban-dwelling, MBA-edu- USA viii. cated, CEO/MD/entrepreneur working in finance, Australia ix. government, design or the hospitality industry. Canada x. Readers have an average income of £207,000 Germany xi. and travel on 10 business trips a year, plus five Singapore xii. holidays. They are savvy and design-conscious Hong Kong xiii. consumers who invest in property, art, cars, time- Portugal xiv. pieces, fashion and interiors. France xv. (Monocle Media Kit) xvi. Italy Monocle Media Kit 2014 6 Monocle Magazine Monocle’s 10 issues a year are dense, bookish and collectable. They Watch promo video for the are commissioned, edited and designed at our Midori House head- latest Monocle Alpino 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 01 02 1. Dec 2013 - Jan 2014 cover 2. Mar 2007 cover 3. Monocle spreads (next page) 7 Monocle Magazine 03 8 Monocle Monocle Alpino (est. 2010) The Monocle Alpino newspaper is the sister publication of Monocle Watch promo video for the and covers news, current affairs, business and design. It is printed latest Monocle Alpino twice a year over the seasonal holiday periods in summer and winter. – monocle.com KEY DETAILS: i. Large format newspaper ii. Published once a year in December iii. Availbale worldwide, promoted in key winter resorts (i.e Kitzbühel, Capri or Phuket) Monocle Magazine Monocle Alpino 9 Monocle Monocle Mediterraneo (est. 2010) Much line The Monocle Alpino, Mediterraneo is a leisure newspaper Watch promo video for the that covers news, current affairs, business and design. – monocle.com latest Monocle Mediterraneo 10 Monocle Forecast (est. 2014) The Forecast is Monocle’s new annual publication packed with sto- Learn more and get the ries that look further, think bigger and look closer at the ideas shap- new Forecast here ing global affairs, business, urbanism, culture, design and beyond. – monocle.com 01 02 Read more about the release of Forecast on Hypebeast 11 Monocle Escapist (est. 2015) The Escapist is the latest extension of Tyler Brulé’s Monocle brand, Read more about published to fill the summer gap between regular monthly editions of Escapist on magCulture the parent magazine. – Jeremy Leslie 12 Monocle Guidet to Better Living (2013) The Monocle Guide to Better living is a survey of products and ideas Read more about built to treasure and last. Monocle has created an intelligent publica- Monocle Guide to Better tion that continually inspires a global readership that is interested in Living on Gestalten 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 13 Monocle Guidet to Good Business (2014) The Monocle Guide to Better living is a survey of products and ideas Read more about built to treasure and last. Monocle has created an intelligent publi- Monocle Guide to Good cation that continually inspires a global readership that is interested Business on Gestalten 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 14 Monocle Guidet to Cosy Homes This Monocle book tells us how to turn a house into a home. Both Read more about a practical guide and a great source of inspiration, The Monocle Monocle Guide to Cosy Guide to Cosy Homes presents the interiors, furniture, and loca- Homes on Gestalten tions you need to know about along with portraits of the people who can make it happen. – gestalten.com 15 Monocle Travel Guides (est. 2015) The Monocle Travel Guide series reveals our favourite places in each Read more about city we cover, from the ideal route for an early-morning run to the Monocle Travel Gudes, best spots for independent retail. Full of surprises and quirks, they visit monocle.com 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 01 02 03 1. Monocle Travel Guide: Miami 2. Monocle Travel Guide: Hong Kong 3. Spreads: Monocle Travel Guide Hong Kong 16 Monoclo’s fashion & objects Bags and Travel Clothing Fragrances Homeware Print Stationery 17 Monocle Select Bags and Travel 01 The Boston’s younger brother comes with everything you might For more products, go expect: construction quality, understated design, and pockets to to Monocle.com 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 02 01 03 04 1. Porter Baby Boston Bag 2. Zip case, Monocl X Delfonic 3. London Undercover X Monocle city gentelmen umbrella 4. Porter Foldable Bag 18 Monocle Select Fashion & Accessories 01 The newest addition to our expanding Monocle Voyage range, For more products, go this lightweight cardigan is a versatile item. It can be easily paired to Monocle.com 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 02 01 03 04 05 1. Porter Baby Boston Bag 2. Vidonu X Monocle Voyage Ties 3. St. James Striped Long-Sleeve T-shirt 4. Monocle Tenugui Set 5. Monocle Voyage Oxford Shirt 19 Monocle Select Fragrances 02 Sugi – also known as Japanese cedar – is popular as an orna- For more products, go mental plant in Japan and has a delicate, clean and energising to Monocle.com 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.