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October 3, 2013 05:32 pm GMT
For home decor junkies, 2009 was a dark year, marking the shuttering of CondNast’s shelter magazine, Domino, after four years in circulation. Today the magazine rises from the dead. There are a few marked differences. It is now a startup that operates autonomously from CondNast. A print magazine will go on newsstands quarterly, but the team isn’t selling subscriptions. And it’s going deep into fusing content and commerce online. Domino is now run by Project Dcor, a design ecommerce startup founded in 2011 byAndy Appelbaum, a co-founder at Seamless Web, and angel investor Cliff Sirlin.The team at Project Dcorstarted speaking with CondNast, which wanted to figure out a way to utilize the dormant Domino brand, and it became apparent that this was the right team to lead the magazine’s revival. “A startup within a large organization probably wasn’t the best strategy,” Appelbaum said. “So [we said], let’s take their assets, their brand, their expertise, their titles, their ad support, their consumer marketing database, and bolt it onto our tech infrastructure along with an editorial voice through Michelle Adams.” Adams being the former Dominoeditor who went on to found the online shelter magazineLonnyafter Domino’s close. She is now back to drive content at Domino 2.0, meaning the editorial point of view will be essentially the same as that which captured the hearts of the magazine’s original cult following. Advance Publications, the parent company of CondNast, is a minority investor inProject Dcor. The startup has also received backing from LaunchCapital, along with a number of angel investors. Maria Thomas, the former CEO of Etsy, has joined Domino as its first advisor. WhileCond Nast will provide support and archival content for the new Domino, the magazine is now an independently run venture. Part of the motivation for the re-launch is that the former, print Domino wasn’t able to reach its potential as a shopping platform. “Domino was ahead of its time,” saidCond Nast PresidentBob Sauerberg. “Technology had advanced and now allows us to re-imagine the brand in a more interactive way. The brand has always been highly resonant among design enthusiasts and now, with commerce and social capabilities, it will be easy for them to achieve the look they want.” The new Domino is a big content/commerce play. Though revenue is driven by the commerce side, the team emphasized that they are an editorial company first. The website gives visitors a number of
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/8n7OfCgje2g/
Domino Magazine Re-Launches As A Digital, Shoppable Publication
For home decor junkies, 2009 was a dark year, marking the shuttering of CondNast’s shelter magazine, Domino, after four years in circulation. Today the magazine rises from the dead. There are a few marked differences. It is now a startup that operates autonomously from CondNast. A print magazine will go on newsstands quarterly, but the team isn’t selling subscriptions. And it’s going deep into fusing content and commerce online. Domino is now run by Project Dcor, a design ecommerce startup founded in 2011 byAndy Appelbaum, a co-founder at Seamless Web, and angel investor Cliff Sirlin.The team at Project Dcorstarted speaking with CondNast, which wanted to figure out a way to utilize the dormant Domino brand, and it became apparent that this was the right team to lead the magazine’s revival. “A startup within a large organization probably wasn’t the best strategy,” Appelbaum said. “So [we said], let’s take their assets, their brand, their expertise, their titles, their ad support, their consumer marketing database, and bolt it onto our tech infrastructure along with an editorial voice through Michelle Adams.” Adams being the former Dominoeditor who went on to found the online shelter magazineLonnyafter Domino’s close. She is now back to drive content at Domino 2.0, meaning the editorial point of view will be essentially the same as that which captured the hearts of the magazine’s original cult following. Advance Publications, the parent company of CondNast, is a minority investor inProject Dcor. The startup has also received backing from LaunchCapital, along with a number of angel investors. Maria Thomas, the former CEO of Etsy, has joined Domino as its first advisor. WhileCond Nast will provide support and archival content for the new Domino, the magazine is now an independently run venture. Part of the motivation for the re-launch is that the former, print Domino wasn’t able to reach its potential as a shopping platform. “Domino was ahead of its time,” saidCond Nast PresidentBob Sauerberg. “Technology had advanced and now allows us to re-imagine the brand in a more interactive way. The brand has always been highly resonant among design enthusiasts and now, with commerce and social capabilities, it will be easy for them to achieve the look they want.” The new Domino is a big content/commerce play. Though revenue is driven by the commerce side, the team emphasized that they are an editorial company first. The website gives visitors a number ofOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/8n7OfCgje2g/
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