The most creative aspect of Lonny is their “ideas” page. It combines DIY projects with decorating hacks and simple transformation tips along other easy ideas for your home. I like how easy a lot of the suggestions are on this page. Although a lot of home magazines have a department similar to this, Lonny’s has something special to it. The perfect photos accompany all stories and make the ideas look very inviting to try.
On any given page, Lonny has two ads. One is a horizontal ad at the top of the page while the second is a vertical rectangle down the right side of the page. The ads are usually for home decor/decorating companies, but some are for hotels, phone companies, or other products. Revenue is brought in for these ads, and there is a clear division between what is an ad and what is the magazine. I like how Lonny limits the amount of ads displayed. This helps their credibility because Lonny isn’t trying to trick its readers and isn’t bombarding them with ads either.
Livingly media owns Lonny, along with three other magazines. Lonny was never a print magazine, and there are no intentions to make that happen. Lonny has an app for the iPad that can be purchased at $1.99 for a 1-month subscription to $19.99 for a full-year signup. Lucia Moses of Digiday writes that Lonny is
“an overnight favorite with design buffs and showed how a magazine in an image-rich category like shelter could be translated to the Web”
Lonny seems to be a favorite home design magazine of the late 2000s for industry professionals via many articles on the Huffington post. Lonny has a high reputation and is well respected.
Lonny does not have an app. It does have a Facebook, Instagram and Pinterest page. Lonny also has a newsletter that can be sent to customers via their email. All content is free for readers.
Lonny’s Facebook page does not seem to have a lot of action happening from its readers. Post typically don’t have more than 7 likes from what I have seen. The Pinterest page for Lonny has a little more action, but still not a place to really build a community.
Lonny’s Instagram page on the other had has over 183k in followers, about 30 comments per photo and over 3,000 likes per post too. This seems to be a good place to build the Lonny community. Lonny brings in views by posting design inspiration photos, as well as linking photos to articles on their website, which can help bring views back to the magazine. This seems to be the most successful attempt to building a sense of community for Lonny. Since a big part of home design is about showing off your home, I think this is a good place for Lonny to keep building its’ community.
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.
Lonny uses three social media sites, Pinterest, Instagram, and Facebook. In this post I will discuss how each platform is being used for the online magazine.
Pinterest is utilized by posting accessible decorating pins on their website that readers can click on to pin to their Pinterest boards. Most of the photos are “style in-relation” pins that pertain to anything from decoration a bathroom, to cute plants to place in a bedroom. https://www.pinterest.com/lonnymag/
Instagram is used to feature more stylist photos along with posts about product giveaways and sneak peaks into written articles on the Lonny website. Many of the photos are tagged with the interior decorator(s) of the photo so readers can look at the work of that designer(s) on his/her own Instagram page. https://www.instagram.com/lonnymag/
The Lonny Facebook page features links to articles on the website along with photos and videos. The Facebook page would be the closest resemblance to the actual website because of the articles prominently featured and ease of navigating between photos and articles. https://www.facebook.com/lonnymag
Jennifer Beek Hunter and Georgie Hambright are the creative talents behind New York City’s J+G Design. This story was more or less a picture book of the photos the two women have taken. The story was written as a slide show, with captions on the side to describe the work shown. Each slide had its own title which was helpful.
The was the only multisource story I could find on Lonny. I was actually surprised to find one, because the magazine focuses more on objects rather than people. I thought the story would go more into detail about Beek Hunter and Hambright, but I think it was acceptable that it didn’t, given the focus of the magazine.
I chose to use Lonny as my magazine to analyze. Lonny (a combination of London and New York) is an online magazine that focuses on lifestyle and home decor. The magazine was launched in 2009.
This online magazine meets the definition of “magazine” because it offers insightful stories to its’ readers that educates them. Lonny has a variety of stories that range from “How to Fold a Fitted Bed Sheet” to “Athena Calderone’s Pinterest-Designed Bedroom”. This magazine has both multi sourced stories and stories with out human sources. This works for Lonny because it focuses on topics like home decor, that don’t always need a human source in an article about it.