November 3, 2006
News & Opinion: New Business Mags
While everyone seems to lament the state of newspaper and magazine publishing, there are others who see opportunity. My friend Andrea sent this post about a new London-based magazine called Monocle:
The founder of Wallpaper, Tyler Brl, is returning to the magazine business with a new title, Monocle, focusing on geopolitics, business, culture and design. The magazine, set to debut in February, will be published 10 times a year. Brule hopes the magazine will entice readers of more staid publications with slick visual content and a slightly futuristic sensibility. Given this hip aura, the choice of title is a bit curious, summoning images of riding crops and spiked Prussian helmets. But the technical definition of "monocle" as a simple lens works quite nicely: "a device used to converge or diverge transmitted light and to form images."
It seems that Brl is tired of the talk as well.
"I'm so tired of hearing from all corners of the media that print is dead," proclaimed Brl. "Well, it's not. It's a time when magazines should be pulling up their socks and turning out more fabulous, more confident, more robust products." [WWD]
It also reminded me of Cond Nast's entry into the business segment. Coming in May is Portfolio. This is their description from the news release:
Cond Nast Portfolio will feature the high caliber of writing, photography, and design that readers of Cond Nast magazines have come to expect. Early circulation efforts will capitalize on the companys newsstand authority, and will also take advantage of Cond Nasts existing relationship with millions of top management readers, as well as the database of American City Business Journals, a unit of Advance Publications.
I wouldn't bet against them. They make beautiful publications. They own properties such as Wired, The New Yorker, Architectural Digest, and Vanity Fair. I wonder what would have happened had bought Fast Company...