Brule to launch global monthly mag
Tyler Brule, founder of style magazine Wallpaper, has hired the MD of Conde Nast's Russian operation to oversee the launch of his latest venture, Monocle, a glossy global monthly title aimed at affluent, well-travelled readers aged 25 to 55.
Robyn Holt, who has returned from Russia to join Monocle as MD, will work
with publisher Pamela Mullinger, a former fashion ad director on Wallpaper
and head of business development at Wink.
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The title, Brule's first print venture since founding ad agency
Winkreative, will be launched in February. It will cover current affairs,
business analysis, travel, culture, design and fashion, but with little
celebrity content. Brule expects it to have crossover appeal for readers
of Vanity Fair, The New Yorker and news magazines such as The Economist
and Der Spiegel.
Around 150,000 copies of Monocle will be distributed to 25 countries at
launch, with half of sales expected to come from the UK and Europe, and it
will retail at £5. The initial sales target is 75,000.
The magazine's website, www.monoclemagazine.com, will feature filmed
documentaries and interviews, audio bulletins and subscriber-only city
guides.
Brule said: "Advertisers told us that they didn't know where they could
talk to male readers any more. They weren't reaching them through fashion
channels, but their ads looked jarring in business mags."
The launch comes ahead of BBC Magazines' proposed news weekly, currently
in development as Project Phoenix, which the publisher is expected to
launch internationally next year.
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