Monocle animations from graham Lewis on Vimeo.

Monocle is a beefy magazine with at least four kinds of paper in every issue. It charges subscribers more than cover price. It covers global affairs with a focus on multinational business, and hyper-local civic issues. It's growing its foreign bureaus.

It has TV specials on financial news networks.

Despite its wonky domains of expertise, its immersive design makes excited fans react to new Monocle works as if they were new Beyonce videos. #projecting

Monocle pretty much lives on Planet Opposite Direction of All Other Media Properties.

On October 17th, Monocle will launch Monocle 24. It's a radio station that happens to run on the Internet. We don't say Internet radio station coz Monocle wouldn't like that and goes out of its way to reference the Internet medium only as an aside.

Respect.

Monocle and the Internet have a strange relationship.

To position Monocle's relationship with the Internet as a reactive one would be wrong. Launched in 2007, Monocle was born into a media world with the Internet (and even social media) well-internalized.

Monocle is no New York Times or Time or USA Today on the defensive, awkwardly adjusting to a new media reality. It's not disrupted by the Internet BUT it's not molded by the Internet BUT it's not denying the Internet. Monocle gives none of its print content away for free. It offers a single web-only bulletin each day, refusing to call it a blog (it's a Monocolumn, bitch).

It doesn't have Facebook or Twitter or Google+ buttons.

Monocle 24 a post-Internet effort. In the animation above, Monocle shows the listener next to a home stereo, at a club, in the car listening to Monocle 24. The implicit assumption is that these devices are Internet-enabled. But the message is that Internet media is not a style of media. The Internet is invisible to the experience. Monocle publisher Tyler Brule is telling us that Monocle 24 is not your typical thinly streamed .m3u.

Monocle 24 will sound like radio probably used to sound -- it won't be tinny, it's going to be very bassy. I think we've built the two most handsome wool-lined studios in the world."

Monocle makes no Internet concessions. No tweetable headlines, no compressed audio. Even as it undeniably exploits the Internet. After all, its radio station is Internet only. 

Traditional media types like to champion Monocle as a victory against the Internet. But they're missing the point. Monocle is post-Internet. Monocle is an example of how purposeful creative work is bigger than its medium.

Monocle 24 is on the Internet coz it's 2011, not coz it's an Internet opportunity.

Who knows how Monocle 24 will do, business-wise. But we can be sure that it won't resemble any  terrestrial or Internet radio we've heard. It will just sound like Monocle.

While you wait for Monocle 24 to launch, you can check out Monocle Weekly. It's a weekly podcast with archives as far back as you want.

OH on HN about the Freakonomics blog leaving the New York Times:

If your economics correspondent reckons there is more money to be made by not being in your newspaper then you have to start thinking about your business model.

Mixergy is an amazing site full of long-form interviews with upstart entrepreneurs famous, and not so famous. Even when you've never heard of the subject, he/she has a lot to share and teach (For example: I learned an amazing amount from a newsletter entrepreneur, something I never expected.). The site is run by Andrew Warner who is a very talented interviewer.  He's friendly, but persistent, and extracts exactly what you're dying to know.  Not salacious, just helpful.

Though no official statement has been made, visitors to Mixergy are now seeing a paywall when trying to reach older content.  Andrew Warner jumped in to the Hacker News thread where everybody's clucking about the change, and said that some stuff will be pay-only, but only older stuff. The system is not firmly in place yet.

Everybody has differing opinions on whether the interviews should be paid content at all, and if so, what the price point should be.  But now's a good time to talk about where you can get longform interviews with entrepreneurs.  Hopefully this format will get even more popular.  Down to earth, low-edit, forthcoming interviews of substance.

• Mixergy.com  We've covered this above. Get the interviews while they're hot, folks.  Because as they age, you might have to pay.
• This Week In Startups.  Hosted by charismatic Jason Calacanis.  He has a guest of note every week, though honestly. that person is peppered with questions for only about 20% of the entire (often 2 hour + ) show. Still, this doesn't mean the rest of the show isn't educational.  Jason discusses industry news, how things work within in his own business, how deals are structured, and lots of accidental gossip that ends up teaching you how things work if you're otherwise sheltered or in another sector. Though the show has its own site, I like to watch it on the YouTube page.
• Entrepreneur's Journey with Yaro Starack (podcast.)  This site is more than just a podcast, so if you're only interested in interviews, you'll want to stick with just the podcast section.  You'll notice right away this site is geared towards Internet Marketing, NOT geek start-ups.  But stick around.  The more you listen, the more you'll pick up on common challenges and tactics for both works.  Also, he does get a bit of overlap in subjects.  (He's even had Mixergy's Andrew Warner on.)  It doesn't hurt that Yaro is very down to earth and mellow, defying some Internet Marketing stereotypes :D  This podcast has been going for a while, but it looks like older episodes were done in audio only.

If you caught any of the Superbowl commercials, you know there was a theme:  Domesticity sucks, and you can escape by buying stuff. But don't think too much, bro. That's a total drag."  (It got a bit Fight Club. But instead of urging you to reject all consumerism, they had the tricky task of asking you to be annoyed by your wife's materialsm, but not your own. )

But this is America, and there's room for more than one zeitgeist.

Ladies and gentlemen. The anti-Superbowl ad: The Swagger-wagon. In this universe, domesticity doesn't suck. It's crazy.

[update: Toyota made the commercial (video second down) private (!?!).  The internet-length videos remain embeddable.]

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And there is a lot of thinking.  You're not boring, you're cool. But you know you're not really cool. You laugh at yourself. But also at everybody else.

META-Meta-meta.

Toyota has covered every psychological angle.  On the YouTube campaign page, they even call the couple "self-absorbed," in case anybody is annoyed by cloyingly likable people.

We're living in a post Arrested Development world people. (Which if you want to get meta, is a post-Office world).  Which if you want to get meta-meta, is a Toyota Sienna world...