MSU grad's online magazine fills void in design publication

In the past several years, multiple magazines that catered to people with an interest in affordable interior design have folded. Now, Michelle Adams, who graduated from MSU in 2006 with a double major in advertising and apparel and textile design, is filling the void with her new online magazine Lonny.

Lonny magazine launched its first issue, more than 200 pages long, Oct. 1 at lonnymag.com. Lonny’s goal is to provide a new format for shelter magazines, a type of magazine that focuses on interior design and homes.

Shawn Gauthier, the magazine’s sole writer who graduated MSU in 2006 and also double majored in advertising and apparel and textile design, said the magazine’s name is a combination of “London” and “New York” because the magazine combines “the styles of New York and the culture of London.”

“We’re really trying to show how well you can mix high-end and low-end,” Adams said. “You don’t have to have a million dollars to have great style.”

Adams said 90 percent of the home design and architecture magazine market has gone out of business. Popular titles whose print versions have folded since 2007 include House and Garden, Blueprint, Southern Accents, Country Home and Domino, a publication started in January 2005 by Condé Nast, where Adams began working as an editorial assistant.

“(Domino) spoke to the readers in a different way,” Adams said. “It showed readers a home they could afford and told them exactly how to get that look.”

Adams said Lonny is not trying to replace Domino, although both magazines have a similar target audience. But Lonny is bringing something new to the world of interior design with their online format. Readers of the magazine will be able to click on pieces featured in the magazine and be directed to the site at which they can purchase the pieces. Other interactive features include a zoom option, and Adams said they are considering adding a playlist of favorite songs of those whose homes are featured in the magazine.

Lonny was born during a conversation between Adams and a friend when frustration about the decline of the industry led to them joking about starting their own magazine.

“The joke really only initially lasted for about 50 seconds because we both stared at each other and thought ‘Wait, we could do this,’” Adams said.

Utilizing her contacts she found a writer, graphic design editor and illustrator, all of whom agreed to produce Lonny for free. Adams also was able to secure free film and film processing.

“We literally had no money,” Adams said. The only expenses were for travel when going to photograph homes. The staff worked from their homes and many balanced a full-time job in addition to their responsibilities with the magazine.

“It was challenging but satisfying and really rewarding,” said Gauthier, who juggled a 9-to-5 advertising job along with her roles at Lonny.

Production began in mid-May of this year. Gauthier said the paper plans to run bimonthly. Several publishers have already shown an interest in Lonny.

“I don’t buy (paper magazines) any more because it’s expensive and defeats the purpose of environmental movements,” Jessica Mazur said. interior design senior. “It’s easier to access (online).”