Is It The New Shape Of The Magazine Industry … Domino Is Back

As a dedicated lover of shopping for things to make life more beautiful, I was extremely sad to say goodbye to Domino magazine (especially when they fulfilled the rest of my pre-paid subscription with something I had absolutely no interest in, but that’s another story).  But the mourning is over and Domino is back.  I think more than being a commentary on the home design business, the relaunch is an interesting commentary on the state of publishing and more specifically of magazine publishing.  Everyone knows that with consumers turning toward online media, they are leaving paper behind and leaving newspapers and magazines struggling.  That results in a game on the part of publishers that’s fairly interesting to watch, the game of trying to figure out how to stay alive, stay relevant, carve a niche that can’t be filled online.

In one such effort, Conde Nast shuttered Gourmet  magazine, only to relaunch it as a mobile app with only a limited number of special issues available at newsstands.  Their strategy with Domino  is somewhat similar.  Sadly, that means that it is not the return of the Domino that many of us knew and loved.  The new Domino will consist only of a limited number of special issues available exclusively through newsstands.  The first issue, entitled Domino Quick Fixes, on newsstands through mid-July, is a thick book and sells for $10.99, and like most special issues has fewer ad pages than the typical monthly magazine.  The next issue is due this fall.

The Conde Nast press release describes the new Domino:

“Domino Quick Fixes” will be full of “Domino”‘s best home decorating stories, focusing on easy, often inexpensive changes that make a big difference — from quick spruce-ups of dowdy furniture to more involved DIY projects like painting stairs or reorganizing a home office.

This special edition of “Domino” is another example of Condé Nast’s objective to bring brands to life across multiple platforms, and give consumers more of what they love in new and exciting ways, said Mr. Wallace. “’Domino Quick Fixes’ will be a treasure trove of useful and creative information, and a must-read for any ‘Domino’ fan.”

Meanwhile, Conde Nast has announced that it will optimize Vogue, Wired, GQ, Brides, Condé Nast Traveler, Golf Digest, Glamour, Vanity Fair, The New Yorker, Allure, Self and Bon Appétit for the new iPad.

Oh yeah, and another amazing subscriber’s cover on the new and improved Bazaar magazine.

Celebrities may have replaced models, but on these covers, they are 100% high fashion.  (I will be the first to admit, whatever I may think of Terry Richardson, he takes a damn good picture.)

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