How a Refinery29 Vet Is Reshaping Domino Into a Major Digital Player

Mention the name Domino to any décor-savvy 30-something, and you're likely to get a squeal of excitement followed by a sigh of nostalgia. Launched by Condé Nast in 2005, Domino was a revolutionary brand within the shelter category, embracing a fun and eclectic design mix that was largely absent from its buttoned-up peers and attracting a younger set of readers who were just embarking on their own home-decorating journeys. Unfortunately for them, Domino's heyday was a short one, and the title shuttered in 2009. But throughout the next few years, images from the magazine's pages frequently circulated in the blogosphere on Pinterest, while Domino: The Book of Decorating, published in 2008, continued to be a must-have. (Even today, it ranks No. 11 on Amazon's list of best-selling interior-decorating books.) Domino's Nathan Coyle In 2012, eager to capitalize on the brand's lasting appeal, Condé Nast revived Domino as a special newsstand-only magazine, recycling stories from old issues (and garnering the nickname "Zombie Domino" ). The following year, Domino was yet again relaunched as an independent print quarterly, website and ecommerce play produced by the newly formed Domino Media Group (Condé remained a shareholder). Today, Domino is going through yet another revamp, this time under the guidance of digital native Nathan Coyle. Before joining Domino last month, Coyle spent three years as evp and gm of Refinery29, launching the company's influencer platform and... Continue reading at 'AdWeek'

[ AdWeek | 2016-07-26 00:00:00 UTC ]

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