Like the rest of us, The New York Times' Steven Kurutz noticed an explosion in the number of online shelter magazines over the past year. He starts with the void left by Domino, then follows the start-up stories of Lonny (helmed by ex-Domino staffer Michelle Adams), Rue, High Gloss, and Matchbook.
There are several digs at the nascent industry — Kurutz writes, "While the magazines are sometimes surprisingly professional, they can feel undercooked in ways one might expect when someone who has never seen a page proof has to create 200 pages of editorial content every few weeks."
Still, these mags are drawing top-tier advertisers and significant readerships. A combination of low operating expenses, advertiser-friendly click-through capability on product photos, and high-level partnerships has made Lonny and its competitors into viable businesses, although Kurutz notes that "none of the magazines would provide specific information on revenue and operating expenses, and while they all claim profitability, just how profitable they are — and how likely they are to develop into anything bigger — is anyone’s guess."
Despite the digs, the shelter and publishing industries — including the Times — are taking notice.
Are you a regular reader of online mags? What did you think of the Times article? Share your opinions in the comments.
READ THE FULL ARTICLE
• The Thriving (Online) Shelter Magazine Industry | The New York Times
Images: Lonny (1-2), Rue (3), High Gloss (4), Matchbook (5)
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I do read Lonny occasionally, but I still prefer paper copies. Believe it or not, I don't like being glued to a computer all day and all evening. Magazines are for downtimes, and I like taking them places that laptops and iPads don't.
Adore is my favorite. I love looking at the gorgeous photos and reading the articles, but yeah, I do wish it was in print. I'd absolutely pay money for a subscription!
I still prefer paper magazines! I love getting mail, and as mschatelaine said, I like taking magazines places that laptops and iPads shouldn't go. I was so sad when one of my favorites sent me my money back and said they're going "online only", now I'll never remember to read it.
Totally agree with mschatelaine. I actually stopped reading online shelter mags because I don't like the format. (Blogs are a different story because they're nice little bite-sized pieces of information). I much prefer to cozy up on my couch and devote an hour to flipping through a magazine I can hold in my hands.
not all of the online mags are created equal and some do feel a bit rushed. With this said I personally enjoy Lonny and a few others and look forward to their new issues when they come out. I also appreciate the time put forth by a lot of the editors of these magazines who are doing it as side jobs.
I don't - The amataur editing and lack continuity drives me crazy and the images are, of course, limited to the size of your screen...
...and my iPad isn't that large yet.
I read Lonny, TradHome, Rue, and Canadian House & Home online regularly though I still subscribe to a few paper magazines. For me, it's a balance between clutter and access but once the bulk of this house's designing is done I don't intend to read the online magazines except CH&H (a longtime favorite). I really cherish my downtime and it comes without the constant hum and glare of electronic devices.
No matter how many design websites I've bookmarked, and even though I have an iPad that I bring with me everyday, I still find myself buying glossies. The quality of the pictures are generally superior (especially to blogs) and I enjoy gazing at and closely analyzing the pictures and not having the compulsion to click on another link.
Domino came out swinging when it first arrived on the scene; I vividly remember its first issue. It's a big void to fill and unfortunately many online shelter magazines are too inconsistent for me. I was attracted to Domino because of its balance of aspirational and accessible home decor (well except towards the end when it was a hot mess) and find many of the online upstarts lacking in this regard.
There is something so nice and relaxing about kicking back and reading a magazine in a big comfy chair...somehow I don't get the same relaxation sitting and staring at my computer screen.
I just read one of the issues of High Gloss and it felt like there were Missoni items on every third page. I love Missoni but if I want to see a catalog of Missoni items I can go to the source...
I love them!!! I miss (madly!!!) Domino. These fill the gap. Yes, I would love a real paper mag, but there is some gorgeous stuff in these mags!!!!
I agree with emmabemma ... I read a slew of design blogs daily but I never seem to read any of the online mags ... I read the blogs during downtime at work because they are quick easy reads and when I go home, the last thing I want to do is sit at the computer ... there is something so nice about having a hard copy and being able to read it in bed, or at the beach.
Just to pile on, I also like the online magazines, but I work on the computer all day - I don't want to sit on the couch and read on it at night. I need some decent paper magazines!!!
Interesting consistency in the comments, and I agree - while I enjoy lonny, high gloss, etc, I really really miss Domino and would happily pay more for a good hard copy magazine.
I prefer hard copies. I read the online shelter magazines because of the aforementioned void left by Domino. In addition, I buy House Beautiful or House and Home or whatever has a spread I am liking at the news stand. The second something as awesome as Domino comes back on the market, I will subscribe happily. There is nothing like being able to really scrutinize a photo, hold it in your hand. It's tactile...
I like print copies too and I wish there was a print magazine whose style I really like still available (i.e. domino), but I love the ability to see something in the online magazines and just click on it and be able to see where to buy it, cost, etc.
Ok - unlike almost everyone else to bring up the iPad and tablets - I think this is a great experience for mobile devices and I really don't want to lug a magazine outside my house. Ever. I don't think it's more appropriate to have a magazine some places than others. I have a basket beside my living room chair where magazines go and they don't leave that place. I want more "glossy" content to be mobile, and I want to only have to worry about taking one device or medium with me anywhere. Bravo to these early mags for figuring out that this will work well, and thanks to them for getting the kinks worked out early. More mags will follow.
I am a serious shelter mag addict. If I saved all of the money (and time!) I spend on magazines, I could probably realize the decorating projects I now only dream about. But like so many others commenting here, I sit all day in front of a computer, and there is nothing like curling up at home with a brand new magazine (favorites: French and Italian Marie Claire, Spanish Architectural Digest, Australia Vogue Living, Habitania, Veranda, the Cotes -- Sud, Est and Oest, French and American Elle Decor, Art & Decoration...I could go on. Unfortunately.) So, I like that the online magazines are free, and I do enjoy the content of many, but it's just not the same experience. Plus, my mom and I trade magazines back and forth, and that wouldn't work with online magazines, since she's computer illiterate.
This is the first time I've heard the term 'shelter magazine'.
Still totally bummed by the loss of Domino. Moment of silence...
I'm surprised that, despite them being online-only entities, I don't see any iPad apps for these magazines. Or maybe I haven't been keeping up with app store releases? In any case, it seems oddly out of touch with their chosen medium.
I recommend any who has read Steven Kurutz's New York Times piece to also read the extremely thoughtful and articulate response to it written by Grace Bonney of Design*Sponge:
http://www.designsponge.com/2011/06/design-online-a-response-to-the-ny-times-story-on-online-pubs.html#more-104638.
I like the idea of being able to click through to retailers' websites, but I don't like flipping through a magazine on a computer. I enjoy blogs because their information comes through in more manageable bites and hard copy magazines, because it's easier to mark my place for when I need to put it down.
I miss Domino too, but have found blogs like AT have helped me fill the void.
Also, as a writer/editor myself, the lack of strong editing is also a turn off for me when reading the online shelter mags.
As someone living in Europe I like the online-shelter mags. Internet is international and this is an easy (and cheap) way to get a glimpse of otherwise inaccessible magazines. Which doesn't mean that we don't have nice printed mags, it's just different.
The bad graphic design, layouts and text treatments are a turn off.