Living the Lonny Way
Recently, I got some advice from Irene Edwards about how to decorate the window seats in my house in a way that's unique and expresses my personality. I feel very fortunate to have received these personalized tips from the new Executive Editor of the digital shelter magazine Lonny. As far as readers of shelter magazines, I fit pretty squarely in Lonny's demo, which is 71% female and 36% design professionals, with the rest of us home décor-obsessed civilians making up the difference.
Lonny was founded in 2009 by Michelle Adams, a young alumnae of the now-defunct and much-beloved Domino. In July of 2012, Lonny was purchased by Livingly Media; Adams left in the end of March. I had the chance to hear about Edwards's vision for Lonny's future and to have a sneak peek at May, her first post-transition issue (pictured here).
When Edwards and I spoke, she was only three weeks into the job, and was starting to put her imprint on the next issue. She was thrilled to be joining a publication she had admired since its inception. Edwards thinks Lonny has something special: "It's groundbreaking to marry that kind of content with the digital format, in terms of being able to provide that visual richness and shelter coverage in a way that makes it more accessible to a lot of people. What appeals to me is the freshness and the unique voice in the industry. It has appeal for everyone from the most revered design professional to the brand new home owner to the design-obsessed blogger to someone trying to figure out what kind of sofa they need to go out and buy this weekend." Lonny, says Edwards, makes design look "friendly and attainable" and yet still magazine-pages beautiful.
Edwards intends to maintain what makes Lonny successful: "Any editor who comes into to a publication aspires to carry on and remain true to the core of the brand: to showcase high quality content in the form of inspirational and yet accessible homes." That said, she plans to make the publication "more of a lifestyle read." She plans to "experiment with new design possibility. It could take the form of a font style to tweaking the pacing of the magazine to planning for a fuller redesign at some point in the near future."