loving lonny

image via polyvore.com

I have to confess that like many others I am completely and utterly addicted to the purchase of magazines; a little bit of gossip and fashion but mainly the interior/lifestyle type for me. I put it down to necessity, "research & development" even. An awful lot of inspiration and information can be gleaned from glossy pages!

That said I am also enjoying the online magazines (see we read). Not sure how this one has flown under my radar though. I am talking about lonny magazine now in its 5th issue.

lonny cover issue 5

The magazine was established by Michelle Adams, a former assistant at Domino magazine and colleague and photographer Patrick Cline. Many shelter magazine titles in the US where forced to close shop when the recession hit hard and advertising became hard to sell (domino, house & garden, blueprint). Adams, already forging a high profile career in textiles with her own start up rubiegreen.com felt passionately about the need for a substitute or alternative place where lovers of tear sheets & mood boards could happily seek inspiration. And that is how lonny came about.

lots of market style product info with interactive links

The bi monthly magazine uses flip page technology on the issu platform to give a very "real" magazine experience to the reader. Details such as subtle lighting effects and the slight division that is visible between the pages all enhance the sensory impact of the online mag. The interactive capabilities are very exciting and mean that immediate purchasing gratification might be only a mouse click away. Gotta love that!

loving this colour scheme!

So does the future of publishing mean the demise of the printed mag in favour of the virtual variety? No probably not but e readers such as the iPad certainly facilitate the growth of the online publishing phenomenon as does the very low cost of publishing this way. It's exciting to think that original content can now be generated, published and accessed so quickly. Watch this space!

to read lonny magazine go to http://www.lonnymag.com
to check out other online magazines see http://www.issuu.com
blog by lonny co founder Michelle Adams,
great reading at http://www.m-a-belle.blogspot.com