The majority of Lonny readers are ages 55-64, with 65+ being the next biggest segment, and 45-54 being third biggest. Most readers make $100k+ a year, and are female. I am slightly surprised that there isn’t a bigger following of people ages 25-34. This might be because the magazine is not very well know with this age segment. I think that if Lonny pushed to market to this group they could gain a big following from this group.
SRDS states, “Lonny provides readers design and style advice from the industry’s most creative tastemakers. It focuses on helping readers refine their personal design aesthetic and teach them how to live in style regardless of budget.” I would say that Lonny follows this description well. From what I have seen on the website it covers all aspects of style and design as well as featuring articles from industry leaders on interior design tips.