Conde Nast was ruthless with its print magazine titles in 2009, shuttering many niche favorites like Domino as well as more mainstream, beloved titles like Gourmet. Fans and subscribers were thrilled this week when content from Domino began reappearing, rather bizarrely, under the Brides magazine masthead on the company's Brides.com website.
Each piece is packaged with a fresh headline targeted at Brides readers, reference to the Domino writers who put together the original story, and a note in gray print: "This story originally appeared as ... in Domino magazine."
More to Come
Only 16 pieces are online now, but Brides.com Editor-in-Chief Julie Raimondi told sister site Shelterpop that many others would be added in the coming months. "I'm also thrilled to announce that Brides.com has been granted access to all of the stories from the late, great Domino magazine. It was my favorite magazine, and I feel so incredibly lucky to be able to turn its pages into a digital archive for our users," she said.
Twitter users are ecstatic ("oh, joyous, happy day!", "hallelujah!"). Several of the stories have already made the Brides.com Top 10 Most Viewed list.
Domino Fans Aren't All Brides
It can't be healthy for the quite large portion of Domino fans who aren't young brides-to-be, however, to see "Dress Ideas for Real Mothers-of-the-Bride" nestled next to the "10 Ideas for High-Impact Decorating" from Miles Redd (who, as a gay man, is unlikely to be in the Brides demographic). One skeptic even made "Comment of the Day" at Apartment Therapy with this: "I have no idea what a wedding-related website has in common with a decor mag, but I'll travel anywhere for Domino, including Brides.com. (Heck, I'll knock over a bride if I have to.)"
As old favorites are renewed at Brides.com, Gourmet readers greet news of the coming iPad app with reservation. That magazine was infused with the personality of its figurehead and editor, Ruth Reichl, and its brand integrity is fragile. The new app will have old content as well as new, sparking questions about the ability of an honored print magazine to find a new life as digital content. Meanwhile, Domino magazine fans are wondering if there's an app for them, too.
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