Monocle as a model

The monthly Monocle has a new issue on cities. It feels like the editors are pushing hard to be relevant in print and at the same time connect with advertisers (and clients of the editor-in-chief's Winkreative) to get branding assignments (even from cities), not just print ads; and to readers through web features (including online films) and (virtual and real) stores. It's a model, potentially, of how magazines can extend their tentacles into many different things in order to have an impact and make money. Magazine resembles the French word for store (magasin), and that may be an apt analogy for Monocle. (Actually, it's more of a grand magasin.)