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Michelle Adams – Editor in Chief, Lonny Magazine

By Danielle Dziadon


With the economy failing and print magazines folding, Michelle Adams decided her best option was to start her own online magazine. Adams collaborated with friend and professional photographer Patrick Cline to create Lonny, slated to launch October 1.

The name Lonny stems from Adams’ New York roots and Cline’s London hometown.

Having worked for defunct Domino magazine for nearly a year and a half, Adams knew a market existed for people seeking affordable decorating tips, ideas and products.

“This came from a passion for design, a passion for photography and a passion for keeping the industry alive,” Adams said. “What started out as a pretty simple project has  kind of just exploded.”

With interior design-focused publications dying and the Internet exploding with design blogs, Adams is optimistic the online-only magazine format will flourish.

“There is no limit or page restrictions on what we are producing. We can have a 29-page story if we want and nobody is here to stop us” Adams said. “While I was at Domino we had all of these great pictures that never saw the light of day because there wasn’t enough space. Now we can show you all of those photos and you can really see how somebody lives.”

Adams is not trying to replace Domino but admits it was her inspiration. She says the magazine will always have a special place in her heart. “Domino took the snobbery out of design and let people know that it is OK to shop at IKEA. That is the same idea we have at Lonny.”

The magazine will focus on finding the cheapest, most fashionable options for its readers. “Decorating does not have to be a mystery. It can be fun, easy and inexpensive,” Adams explained. One of her favorite features of the new site is clicking on any item takes you directly to the product’s Web site.

Lonny will also appeal to men with a feature called The Dude Page, offering a variety of men’s decorating ideas and products.

“I feel like men are often ignored,” Adams said. “Fantastic magazines like Cargo and Men’s Vogue folded because not enough people were reading them. I am hoping that by being online we will be of interest to men as well.”

Lonny will also take a new approach to the New York home design scene. “So many magazines get criticized for overexposure on how to decorate your typical New York apartment,” Adams said. “We have plans to feature homes in London and eventually around the world.”

Although she shoots on location, Adams hopes to create a studio and common workspace for herself and Cline.

“It would be such a dream come true to have an office dedicated to making this successful,” Adams said.

Adams feels lucky the editing process is completely in her hands. “I am nervous, but essentially all of the editorial ideas are mine. I just hope everyone is as excited as we are.”

Pitching Tips 

Adams is looking for stories that have not been covered a million times.

She has a heightened interest in green products and is more likely to feature organic options over chemical-filled ones.

When it comes to dealing with PR professionals, Adams says she gets irritated by too many follow-up phone calls. She prefers to be contacted by e-mail and says that she rarely answers her phone. If you send an e-mail, she will eventually get back to you.


About Cision Contributor

This post was written by a guest Cision contributor.

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