Everyone loves a comeback and earlier this month, something thousands around the world hoped would happen - did. The much-loved Domino magazine was brought back to life after being closed in 2009 by brand owner Conde Nast. After a 4 year respite, the print edition is back (quarterly) but this time e-commerce is at the heart of the business model. In an interesting twist, the new team behind the relaunch approached Conde Nast to license the brand thought it's reported Conde Nast have retained a stake in the magazine. The new team include founders of design e-commerce site Project Decor and a number of other magazine veterans involved in the original Dominio including EIC Michelle Adams (former Domino market editor, Founder of Lonny magazine which was later sold) and founding publisher Beth Brenner.
Domino Editor's Letter:
"Thanks to you, the passion for domino never died. In fact, we have every reason to believe that it’s only grown stronger. During the four years since the last issue was published, we’ve rethought the way we do business. Our big, new idea—which we think is pretty clever—is to let you shop directly from our features while you read them.
So what does this mean? No more hunting for products, calling up showrooms, or bouncing around from site to site: we’ve made domino.com a fully shoppable marketplace so that you can add items to your cart whenever you see something you like. Or you can save them for later. Once again, we help you bring your style home—but this time, we can actually deliver it straight to your doorstep."
With the new website, browsers converted to buyers with seamless e-commerce functionality (below) using the Project Decor platform.
Before now, the Domino brand was kept alive with twice yearly print specials such as Small Spaces and Quick Fixes. Both were also published as digital editions. Feedback from Domino diehards was positive though mixed with at least a little disappointment in that the content was repurposed - not new as they they were led to believe. One way this could have been covered is to market the specials as a Best of Series.
Welcome back Domino...
Fine Print Blog
Musings about magazines.
I'm a magazine sales and marketing consultant from Sydney, Australia.