Robyn Holt, who has returned from Russia to join Monocle as MD, will work with publisher Pamela Mullinger, a former fashion ad director on Wallpaper and head of business development at Wink.
The title, Brule's first print venture since founding ad agency Winkreative, will be launched in February. It will cover current affairs, business analysis, travel, culture, design and fashion, but with little celebrity content. Brule expects it to have crossover appeal for readers of Vanity Fair, The New Yorker and news magazines such as The Economist and Der Spiegel.
Around 150,000 copies of Monocle will be distributed to 25 countries at launch, with half of sales expected to come from the UK and Europe, and it will retail at £5. The initial sales target is 75,000.
The magazine's website, www.monoclemagazine.com, will feature filmed documentaries and interviews, audio bulletins and subscriber-only city guides.
Brule said: "Advertisers told us that they didn't know where they could talk to male readers any more. They weren't reaching them through fashion channels, but their ads looked jarring in business mags."
The launch comes ahead of BBC Magazines' proposed news weekly, currently in development as Project Phoenix, which the publisher is expected to launch internationally next year.
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