GATHERING DOMINOS: As a category, shelter magazines were hit several months before the economic downturn affected the rest of the industry. Now, even with advertising dollars yet harder to come by, one former Domino editor is ignoring the naysayers and reentering the space with an online-only magazine. Michelle Adams and partner Patrick Cline met a few years ago at a Domino photo shoot, and now they’re about to launch the first issue of Lonny, a name combining New York and London. “Our goal is not to replace Domino, as there will clearly never be a replacement, but rather to help fill the void that has been left by so many closing shelter publications and help bridge the gap between traditional print magazines and the online world,” Adams said.

Lonny will be broken down into sections, similar to a print title, including front-of-book market pages, art and culture, fashion and features. The first issue will feature former Domino editor in chief Deborah Needleman in her garden and Kate Townsend Simpson, another Domino alum, is on the cover. Eddie Ross, formerly of Martha Stewart Living, will provide tips for entertaining with style. The format will let readers “flip through pages,” much like a print magazine, and readers will be able to shop directly from the pages by clicking on items. “We literally have had everything from the photo equipment to the writing donated by people who believe in what we’re trying to achieve,” said Adams. “Our hope is that the magazine will grow and that we’ll be able to employ these people for future issues.” Adams said the first issue will have advertising from Fotocare and Digital Media NYC.

This story first appeared in the September 22, 2009 issue of WWD. Subscribe Today.

With the issue set to debut Oct. 1, Adams and Cline are already at work on the next one, which will have features on the likes of Jonathan Adler and Celerie Kemble. — A.W.

PARODY FOR A CAUSE: A New York Post parody was published on Monday, with the headline “We’re Screwed,” that was timed for world leaders visiting the United Nations. The 32-page edition, which focused on climate change, was published by The Yes Men, a political activist group that was also behind the parody of The New York Times published around this time last year.

The group printed about one million copies, which cost a private donor $50,000. The issues were distributed all over town, at ports of entry from Connecticut and New Jersey and outside media companies (including the Post’s offices on Avenue of the Americas). A spokeswoman said The Yes Men mobilized about 2,000 people concerned about climate change, who got up at 3 a.m. to rally today. But the real New York Post wasn’t impressed. “It’s no surprise that they tried to spoof the New York Post; they figured this time they’d choose a paper people actually love to read,” a spokeswoman said. “But this is a limp effort. It has none of the wit and insight New Yorkers expect from their favorite paper. The Post will not be hiring any of their headline writers.” — Amy Wicks

DOES HE WEAR THEIR TRENCH COATS?: Joanna Coles has invited Lord Peter Mandelson to join her in the front row of the Burberry Prorsum show this evening. Mandelson, who serves as first secretary of state, secretary of state for business and the deputy prime minister, is an old friend, and Coles thought it would be good to have him become better acquainted with the brand — and vice versa. “Burberry lent him a suit, but he can’t keep it,” said Coles. “He’ll be like Cinderella in the front row.” — A.W.

SOCIALLY AWARE: Three years ago, when Condé Nast Traveler started its World Savers Congress to honor corporate social responsibility in the travel industry, it was a forum to recognize giving back in a time of excess. On Monday, in a changed world, it was clear the event had become a conversation about how to stay relevant in a time of global distress, amid a rapidly evolving media ecosystem.

The conference’s answer seemed to be to satisfy a consumer’s search for meaning or authenticity through public-minded activities — and reaching out on social media.

Edelman chief executive Richard Edelman encouraged travel companies to become “media companies” as well, both to be responsive to their customers and broadcast their socially responsible practices. “The conversation is happening with you or without you,” he said. “You might as well be part of it.”

Perhaps with that idea in mind, Traveler launched, a more informal site that covered the conference in real time, introduced several new blogs and aggregated Twitter updates (many of them generated by a Traveler team armed with laptops in the back row). The site is separate from, which carries Traveler content and is operated by Condé Nast Digital. In addition to the hoteliers and outfitters, Mandy Moore, Wyclef Jean and Edward Norton stopped by to talk about their favorite causes. Jean, who spoke about his work with his foundation, Yéle Haiti, modeled a new Timberland boot, from which $2 of every sale will go to benefit Haiti. His rather direct sales pitch: “If you want to be cool, wear this boot.”

Timberland ceo Jeff Swartz gave a rousing, at times stinging speech about corporate social responsibility, including a rant on the distinctly ungreen halogen bulbs and flat-screen televisions he spotted at the Old Executive Office Building at a White House meeting on climate change. “My staff wouldn’t let me Twitter it,” he complained.

Later that day, he did manage to tweet, “Appreciate all the kind words/feedback on my #CNT09 speech today. Where were u all during my low-[self]-esteem adolescent yrs?” — Irin Carmon


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