As Curbed first predicted a couple of weeks ago, Condé Nast is, in fact, brewing up another iteration of the dear-departed home and decorating magazine Domino. Among speculation about e-commerce sites and quarterly pubs emerges the truth: the reincarnation of the beloved shelter book will take the shape of single-issue special editions entitled Domino Quick Fixes, which will "be full of Domino’s best home decorating stories, focusing on easy, often inexpensive changes that make a big difference—from quick spruce-ups of dowdy furniture to more involved DIY projects like painting stairs or reorganizing a home office." The first edition will be sold on newsstands (as decorator Danny Seo predicted) from April 17 through July 16 (for $11 a pop), and a second edition is planned for fall.
Not as exciting as a full-on monthly rebirth, of course, but other national magazine brands (such as Esquire, for example) have had success with low-frequency supplementary print products sold at high price points. Staffing costs are low, and you only need to sell a few to make money—and that's before ad revenue. And while the idea of a beefed-up digital version of Domino would be nice, it's arguable that an online product would be untenable within Conde's current digital capabilities (the excellently run Wired and Glamour sites being the exception). Regardless, something suggests that true fans of the brand will be pleased nonetheless. (No word yet how former Domino I editor Deborah Needleman, who seemed suspicious about Domino II's prosperity, will take the news.) Here's the release:
FOR IMMEDIATE RELEASE:
CONDÉ NAST TO PUBLISH DOMINO QUICK FIXES SPECIAL EDITION On Newsstands Nationwide, April 17, 2012
NEW YORK, NY, February 7, 2012 – Condé Nast will publish a Domino special edition entitled Quick Fixes, it was announced today by Thomas J. Wallace, editorial director at Condé Nast. Domino Quick Fixes will be full of Domino’s best home decorating stories, focusing on easy, often inexpensive changes that make a big difference – from quick spruce-ups of dowdy furniture to more involved DIY projects like painting stairs or reorganizing a home office. Domino Quick Fixes will be available on national newsstands from April 17 through July 16, 2012, for $10.99. A second special edition is scheduled for the fall.
“This special edition of Domino is another example of Condé Nast’s objective to bring brands to life across multiple platforms, and give consumers more of what they love in new and exciting ways, said Mr. Wallace. “Domino Quick Fixes will be a treasure trove of useful and creative information, and a must-read for any Domino fan.”
Domino Quick Fixes will join other past Condé Nast branded special editions, including: Gourmet Holiday, Vogue Best Dressed, Vanity Fair Hollywood Scandal, and Glamour 1,000 Dos & Don’ts to Dress by Forever, among others.
Condé Nast is home to some of the world’s most celebrated media brands. In the United States, Condé Nast publishes 18 consumer magazines, four business-to-business publications, 27 websites, and more than 50 apps for mobile and tablet devices, all of which define excellence in their categories. The company also owns Fairchild Fashion Media (FFM), whose portfolio of brands serves as the leading source of news and analysis for the global fashion community. Condé Nast has won more National Magazine Awards over the past ten years than all of its competitors combined. Visit CondéNast.com and follow us on Twitter @CondeNastCorp.
· Is Condé Nast Brewing Up Another Iteration of Domino? [Curbed National]
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