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DOMINO EFFECT: Some of Condé Nast’s most beloved titles that have shuttered during the past few years are getting a second life online. Last week, the company unveiled plans for Gourmet Live, a new site that will hold all that magazine’s past issues. Now it’s Domino’s turn: The defunct magazine’s complete archive is coming to brides.com. To the outside observer, it may seem a bit odd that a wedding Web site is the new home to the Domino vault, but editor in chief Julie Raimondi contends, as she would, that it’s a natural fit. “A wedding means the beginning of building a home,” she said. “They will be getting more for their home than ever before and maybe, ever again, because of the registry.” (Presumably, providing their wedding guests are really generous.) Raimondi noted that after all the rights and contracts are squared away, every single issue of Domino will live on brides.com. “It should all be available by the end of the year,” she said in a comment that should delight the legion of Domino readers who bewailed the struggling magazine’s closure in March 2009 in a well-orchestrated campaign to try to get Condé Nast to keep it alive.
Domino is just one part of brides.com’s relaunch, which takes place this week. The site had formerly been home to content from Condé Nast’s three bridal titles — Elegant Bride, Modern Bride and Brides — but with two of the three now closed, it needed to create a new identity. The aim is to run 90 percent original content by yearend (brides.com has about 60 percent original edit now). The new site, which counts Crate & Barrel and Estée Lauder as launch sponsors, will have a greater focus on localized wedding-planning ideas, more blogs and a refreshed Facebook page. And Raimondi added that e-commerce initiatives will be introduced this fall.
— Amy Wicks