The latest edition of Monocle is a fat book of a magazine that challenges just about every piece of received wisdom about what works in media these days, starting with the notion that this is no time to start a new print publication. Now three years old, Monocle boasts a global circulation nearing 150,000, a 35 percent annual increase at a time when magazine sales are supposed to be going in the other direction, and a rising subscription base of 16,000. If that sounds small, consider that these individuals pay $150 for 10 issues, a 50 percent premium over the newsstand price.
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