IN THE HOUSE: When Domino shuttered and Blueprint folded a few years ago, young design devotees didn’t know where to turn for their monthly shelter magazine fix. Domino alum Michelle Adams and Patrick Cline, who met Adams at a photo shoot for the magazine, saw an opportunity and created Lonny, an online magazine in the same genre. The first issue in October 2009 featured Deborah Needleman in her garden and, since then, the title has had more big names, such as Celerie Kemble, who appeared on a recent cover. On the business side, as of early December, Lonny had already secured enough advertising in 2011 to exceed its ad performance this year, Adams told WWD. Last month Lonny recorded 9.2 million page views and 101,243 unique visitors.
The print shelter category, now smaller in scope, has watched Lonny closely and now Meredith Corp., home to the “360 degree” strategic marketing approach, has tapped the design duo to create a new digital shelter magazine, Trad Home, as a spin-off of the publisher’s Traditional Home. “This is a new gateway to expand the brand,” said Traditional Home editor in chief Ann Maine, while publisher Beth Brenner said the online magazine will reach out to the “next generation of design lovers.” Two issues will be posted next year, in May and September, with work that is completely original from Traditional Home and Lonny, although the latter site will share content on Trad Home and vice versa.
“We think this will appeal to the reader of Lonny, but it will be an entirely different product,” said Adams. “You could say it will be a more grown-up version. And it will all be free.” As they say, if you can’t beat ’em, join ’em. — Amy Wicks