Will Lonny replace Domino in readers' hearts?

It was surprising last year when Domino magazine was folded just how many people were passionately devoted to it and lamented its passing. Sort of "you don't know what you've lost 'til it's gone".

Well, Domino fans can take heart that a former Domino editor is launching an online-only magazine that, while it won't replicate the late title, will carry on its spirit. According to a story in Women's Wear Daily (WWD), Michelle Adams and partner Patrick Cline will launch Lonny, a name combining New York and London, on October 1.

“Our goal is not to replace Domino, as there will clearly never be a replacement, but rather to help fill the void that has been left by so many closing shelter publications and help bridge the gap between traditional print magazines and the online world,” Adams said.

With the structure and pacing of a print magazine, using a "flip" format, the first issue will, among other things, feature former Domino editor in chief Deborah Needleman in her garden.

The format will let readers “flip through pages,” much like a print magazine, and readers will be able to shop directly from the pages by clicking on items. “We literally have had everything from the photo equipment to the writing donated by people who believe in what we’re trying to achieve,” said Adams. “Our hope is that the magazine will grow and that we’ll be able to employ these people for future issues.” Adams said the first issue will have advertising from Fotocare and Digital Media NYC.

Lonny's Facebook page