No longer satisfied with newsstands, radio, and the scarf business, Monocle is moving into publishing. Their latest one-off is a hard bound book called The Pleasures and Sorrows of Work, and it looks like the latest in a long string of good ideas.
The binding is perfect, the run is limited to 1000 copies (just on the cusp of a guaranteed sellout) and the book itself, from Swiss essayist Alain de Botton, looks both impeccably written and perfectly chosen for Monocle’s office-bound demographic. A few hundred pages of well-thought musings on the nature of the working life might be just the thing to remind them what they liked about books in the first place.
Luckily, the magazine offers the perfect venue for publicizing the book, and they already have a few stores they can place it in—all of which makes Tyler Brule look more like Ted Turner than William Shawn.
At what point do we stop calling them a magazine and start calling them an empire?