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BUILDING A BETTER HOME: The home industry has little good news to share, what with a tanking housing market and a mortgage crisis to navigate, so it's perhaps no surprise that Domino is also facing challenges to its business: ad pages declined two percent though June, to 298 (publisher Beth Brenner blames shrinking automotive advertising; 20 pages evaporated from this year's issues.) What to do? Well, borrow a page from other magazines' playbooks and look to television and other brand extensions to help expand the bottom line. This fall, Domino creative director Sarah Ruffin Costello will appear on a Sundance Channel show "Architecture School" and, in October, the magazine will release its first book, "The Domino Book of Decorating."
There's more: On Monday, Domino partnered with Discovery Communication's new Planet Green network for its reality show "Alter Ego," starring Adrian Grenier. The program instructs celebrities (and, presumably, normal folk) about how to live a more green lifestyle, with Domino's contributing editor Nathan Turner as one of the green curators. He will decorate Grenier's Los Angeles home, and will appear in at least eight of the 13 episodes.
The new partnerships offer opportunities to generate advertising, but more importantly, according to editor in chief Deborah Needleman, the shows "introduce the brand to more people. All I care about is getting the magazine into the hands of people who don't know it."