Monocle has finally launched. There has been a heap of fanfare about this new mag. Created by the original people behind Wallpaper*, it promised a lot.
I now have it in my hands, and I have to say, I am very surprised. Don't take this as a negative. Rather, surprise in this case means what it says - Monocle was not what I was expecting.
Wallpaper* is image heavy. Monocle is not. The amount of text in the mag makes it almost like a journal. It is quite highbrow - not a light read by any means. That said, how nice it is to have something other than the New Yorker to challenge us.
The size is unusual, and the paper stock definitely does not make it feel like a standard glossy. It uses a matt finish, is low on sensational imagery, and has little advertising.
My one big question is that being a monthly, how the hell are they going to be able to generate that amount of content each and every month. They have set themselves a very high bar, and I am looking forward to seeing if they can meet it.