"I do spend a lot of time on the road and (when I started Monocle) was looking at people's buying habits in airports. People were arming themselves with a copy of The Economist and then buying something more lifestyle related, whether it be Men's Health or a style magazine or Architectural Digest, whatever it may be. They were buying something to give them a competitive advantage in world affairs or business, and they were getting something that would give them some sort of payback in hour three or four of the flight, that offers them more enjoyment. We’ve fused a lot of that with Monocle"