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Online-Only Magazines Gain Traction
CNBC.com | September 02, 2011 | 03:18 PM EDT

It's September, and that means it's time for those phone book-sized editions of fashion magazines to start showing up on newsstands.

But this autumn, many readers will be flocking to online publications instead.

There's a new trend in the magazine world: the online-only model. Leading the pack in this area are online magazines such as Rue and Matchbook . Then there's Lonny , the most successful of the bunch.

Lonny, which got its start two years ago, is turning heads in the magazine world. Its founder, Michelle Adams, was a former assistant at Domino who founded Lonny after Domino and 11 other shelter magazines folded.

Adams and her partner Patrick Cline set out to fill the void left in the shelter category.

"When people approach newsstands there's that barrier to picking up an issue," Adams said. "Whereas with Lonny, full access of our content is free."

Lonny now boasts readers in every continent, 30 million page views per issue, and 200,000 unique visitors per month. It's also garnered attention from artists and designers like John Derian as well as celebrities like Gwyneth Paltrow.

"We had this immediate surge of excitement and the blog world was so excited to see something new coming to life instead of the announcement of another folding publication," Adams said.

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