When a former Condé Nast publication shut down, it spurred the creation of a unique online magazine that combines the detailed photography of the print platform with Web-exclusive features.
Lonny, an online home-décor magazine that debuted last October, was the brainchild of former Domino market assistant Michelle Adams and photographer and photo retoucher Patrick Cline, who spoke with The New York Times about the evolution of their project.
They told the Times Lonny was inspired by a conversation during a dinner at Chili’s, during which Adams and Cline lamented the loss of publications including Domino, Blueprint, and House & Garden, with Adams telling the Times, “People were missing all the magazines that had folded, and it was really disappointing that no one came along” with replacements.
Lonny combines magazine-like features including pages that turn, full-page ads, and a table of contents with features that are exclusive to the Internet, such as images that allow users to zoom in on a particular product, click on it, and travel to a link that allows them to purchase it, according to the Times.
Lonny has only managed to attract some 600,000 readers since its October launch, the Times reported, but it was set to announce that it raised an undisclosed amount of capital from Kristoffer Mack, an investment banker and investor in young Internet companies, and J. Christopher Burch, a venture capitalist and a founder of fashion label Tory Burch.
Mack told the Times: “The shelter design industry is incredibly discombobulated. There’s a ton of money and it’s completely unprofitable, so it seemed to be a perfect place to find highly disruptive technologies.”