Magazines have hit a rough patch. I think everyone agrees with that. After Conde Nast just closed four magazines, right now seems like the worst time to launch a new magazine, right? But the people behind the new Lonny Magazine seem up for the challenge.
Lonny launched its premiere issue this month. Its mission: “Reopen the doors of accessible design.” Many are calling it the new Domino. But Domino printed its final issue last March. What makes the people at Lonny think the magazine is safe from suffering the same fate?
No doubt it’s the unique format. Lonny works with an online-only platform. To read the magazine, you have to sit down at the computer. Here are some reasons why Lonny could be successful.
Money in Your Pocket
It’s free. At least the first issue anyway. I’m not sure about the rest. All you have to do is go to http://www.lonnymag.com, and you’re ready to start flipping through the pages.
If you find a lamp, couch, pillow, or other product you like, all you have to do is click. The magazine features direct links to companies who advertise in the magazine, as well as companies whose products are used in the magazine.
Because Lonny is online, there are no page limits. The first issue was 195 pages! That’s practically unheard of for shelter magazines these days.
These are all reasons to love Lonny, but I don’t think it’s in the clear just yet. The 195 pages are great, but it’s not much fun to read the articles on a bright computer screen. Also, the photographs in Lonny are gorgeous. If you’re a decorating nut like me, you’ll hate the fact you can’t tear out pages for inspiration.
What do you guys think of Lonny’s online format? Will it be successful, or was it crazy to launch a new magazine during these tough times, especially a shelter magazine?