Domino (magazine)

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Premier issue of Domino, summer 2005
First new issue of domino, Fall 2013


Launched by Condé Nast in Spring of 2005, domino is a style magazine centered on the home. In its first year, domino was honored by The Hot List Startup of the Year by Adweek, Top Launch of the Year by Media Industry Newsletter and The A-List 10 under 50 by Advertising Age. The magazine grew to a rate base of 800,000 by its third year, and received two National Magazine Award nominations from the American Society of Magazine Editors (ASME). In October 2008, domino released its first book, domino: the Book of Decorating, published by Simon & Schuster.

On January 28, 2009, Condé Nast announced that it would cease publication of domino and its website.[1] In its closing web comments, the editors reported that in a down economy advertising revenues couldn't keep up with expenses. In that same year Condé Nast also shuttered Modern Bride, Elegant Bride, Gourmet and Cookie.[2]

After a hiatus of four years, domino was relaunched in 2013 by the Domino Media Group.[3] The return of the magazine was accompanied by a new website, with the stated purpose of "bringing content, community and commerce together."

To that end, Domino Media Group created an innovative new platform, blending unique editorial content with digital commerce technology. domino’s site functionality allows readers a host of editorial viewing options. Not only can they read full articles, with product call-outs throughout, view slide shows and additional photos not from the magazine, but they can also shop the articles as they go. This ability to transact at the moment of inspiration via a domino shopping bag means readers will no longer be whisked away to a retailer’s site to complete a purchase.

Other features include the return of the popular “My Deco File,” capturing inspiration, products and articles, and a Library of shop-able and searchable domino archives (2005 – 2009).

A wholly independent entity, Domino Media Group is owned by its three founders - Andy Appelbaum, Cliff Sirlin, and Aaron Wallace. Condé Nast has retained an interest in the brand as a minor investor.[4]


The founding editor in chief of domino was Deborah Needleman. She has written on gardens and design for the New York Times; Slate, where she penned the column “The Cranky Gardener”; and House & Garden, where she was Editor-at-Large. Needleman was named a Top Talent to Watch by Women’s Wear Daily and a Circle of Excellence award winner by the International Furniture and Design Association (IFDA). She lives in Manhattan and Garrison, NY, with her husband, Jacob Weisberg (editor of Slate, an online magazine), and their two children. She left Condé Nast upon the closing of the magazine.

Michelle Adams, co-founder of Lonny magazine, was named editor in chief for the relaunch of domino in 2013 and original publisher Beth Brenner returned as chief revenue officer.[5] Michelle Adams left domino in June 2014 and was replaced by former creative director Robert Leleux.[6]

domino Book of Decorating[edit]

domino: The Book of Decorating is the first book from the creators of domino. The book was edited by Deborah Needleman, Sara Ruffin Costello and Dara Caponigro. domino: The Book of Decorating, is a style manual marketed as "bringing together inspiring rooms, how-to advice and insiders’ secrets from today’s top tastemakers".

My Deco File[edit]

My Deco File is a web-based application created by domino magazine that lets users organize decorating ideas and images. A big hit with readers from the time of its inception, it was reintroduced with the return of domino in 2013.


  1. ^ "Shrinking Condé Nast". The New York Times. 6 October 2009. 
  2. ^ Kafka, Peter. "Here Are the Condé Nast Cuts: Modern Bride, Elegant Bride, Gourmet, Cookie Closing". All Things D. Retrieved 16 April 2014. 
  3. ^ Green, Penelope (October 2, 2013). "domino 3.0". The New York Times. Retrieved 9 December 2013. 
  4. ^ Sebastian, Michael (10/4/2013). "Five Questions for the New Domino Magazine". Ad Age. Retrieved 10 January 2014.  Check date values in: |date= (help)
  5. ^ Bazilian, Emma (17 October 2013). "New Domino Editor Michelle Adams Talks E-Commerce, Print and Condé Nast". Ad Week. Retrieved 9 December 2013. 
  6. ^ "Michelle Adams Exits Domino Magazine And Her Replacement Is...". Retrieved 10 July 2014. 

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