Irene Edwards, most recently special projects editor for Travel + Leisure, is succeeding Adams as the site’s new editor.

Adams launched Lonny with photographer Patrick Cline in 2010. The site is now owned by Livingly Media, which also operates Zimbio and Stylebistro.

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In October 2009, former Domino market assistant Michelle Adams and photographer Patrick Cline joined forces to introduce the first issue of Lonny.  Their 13-month-old lifestyle and home decor online mag has grown up fast and, according to WWD’s Amy Wicks, notched 9.2 million page views and over 100,000 unique visitors in November.  Now Meredith Corp. is asking the Adams-Cline duo to muster up some more of their designing magic and develop Trad Home — a digital spin0ff of their Traditional Home print title.

Adams made it clear that while it will attract a similar audience, Trad Home will stand apart from Lonny:

We think this will appeal to the reader of Lonny, but it will be an entirely different product.  You could say it will be a more grown-up version. And it will all be free.

Trad Home will publish issues in May and September 2011.

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From left: Hearst‘s Nicole Stagg, Jennifer Salant of Glam Media, Newser.com‘s Caroline Miller, Caroline Little CEO North America of Guardian News & Media, Lonny founder Michelle Adams and comedienne Sara Benincasa

Monday night Mediabistro.com hosted Dessert & Discourse, a panel and discussion for women’s magazine editors.

While panelists and attendees talked about the digital future of the magazine industry, our photographer clicked away. Now you can see all the photos here.

VIDEO: Women’s Magazine Editors Lead The New Media Movement

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On hand to discuss were some female leaders in the digital field: Michelle Adams, the founder of new online shelter magazine Lonny; Caroline Little, former CEO of The Washington Post Co.’s digital side and current CEO of North America for Guardian News & Media; Newser co-founder and editor-in-chief Caroline Miller; Glam Media’s Jennifer Salant and founding editor of Hearst‘s Delish.com and RealBeauty.com, Nicole Stagg. We also ran into lots of online editors like Betsy Fast from InStyle.com and Julie Hochheiser from Seventeen.com (now senior Web editor of Hearst‘s Teen Network) and we shared a table with Folio Associate Editor Vanessa Voltolina, WWD Senior Accessories Editor Roxanne Robinson-Escriout, BusinessWeek.com Community Editor Diane Brady and Barbara Brody and Annemarie Conte from Woman’s Day.

Over dessert and coffee, moderator Sara Benincasa steered the conversation on topics about the changing face of content in the digital space, monetizing content like video and some of the challenges facing an industry that needs to change the way it thinks in order to survive.

Here are some highlights from last night’s discussion:

When asked what metrics are most important to them, all of the panelists said they were concerned with “engagement.”

“I usually look at page views or time spent on the site, although when looking at page views I’ll focus on how much content each person is reading,” Stagg said. “We want to deliver impressions.”

“The fantastic number of numbers are overwhelming,” Miller added. “It’s terrifying that you know way to much about what people are doing. With print magazines, you know so little. Online, you know so much it can be debilitating.”

Later, Miller called print advertising “a big con” because you can’t tell if anyone is actually noticing it and basing decisions on it, yet print advertising is much more expensive for marketers to buy than digital ads, which can provide real time metrics.

Panelists were also asked if they would ever consider setting up a paywall or subscriber-based model for their sites. The answer: a resounding no.

Little said paywalls are “bad news for news.” However, she thought up one example where paying for content would attract readers. “If I needed to read about one topic and every day I searched through several news sources for information about this topic and instead it could be delivered in a quick and easy way, I would be willing to pay for that. Because it would save me time,” she said.

The panelists also agreed they would prefer provocative content that generated comments, even if it was only provocative in order to draw commenters. “The commenters are often as interesting as the content,” Miller said.

continued…

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But this year, due to the significant changes that have occurred in the past year in the media and magazine worlds, the event is welcoming high profile editors who have left print publications to launch online publications — with a few representing this growing group by speaking on a panel at the event.

The event, which will include a networking cocktail hour with the panel held afterward over dessert, will feature panelists Caroline Little, the CEO of Guardian North America; Caroline Miller, the co-founder and editor-in-chief of Newser; Nicole Stagg, founding editor of Hearst‘s new beauty focused Web site RealBeauty.com; Jennifer Salant, VP of business development at Glam Media and Michelle Adams, a former editor at the now-defunct Domino who recently launched online shelter and lifestyle magazine, Lonny.

The whole event will be emceed by comedienne Sara Benincasa, who gained national notorteity last year thanks to her Sarah Palin impersonations. Benincasa will keep panelists on track with discussions about current projects, the challenges of online content, the benefits of leading an online pub, incorporating multimedia and what all of these new digital publications mean for print editors’ futures.

Attendees will also be encouraged to discuss pressing topics with tablemates, thanks to discussion topics provided at each table. “It’s something we do every year and everyone really likes it,” explained Carmen Scheidel, director of education, events and multimedia content at Mediabistro, who planned the event. “It’s like an ice breaker that’s not corny.”

Between the cocktails, dessert and free-flowing discussion, it sounds like everyone has lots of fun at these events, year after year. Don’t believe us? Check out some pictures from last year.

Although the event is closed to the public, it’s not to late for you to grab a seat. Senior level magazine or online editors can email mediabistro’s events department for ticket information.

New Career Opportunities Daily: The best jobs in media.

GalleyCat: The winners of the Dayton Literary Peace Prize have been announced: Richard Bausch won the fiction prize and Benjamin Skinner has been awarded the nonfiction prize for his book, “A Crime So Monstrous: Face to Face with Modern Day Slavery.”

BayNewser: The New York Times is in the process of developing tools to help sort through Twitter for commentary it can use in its stories.

Daily Finance: The activists behind yesterday’s New York Post parody were detained as they tried to distribute the pub outside of the Post‘s offices. Today, the Post ran the headline “We’re flattered!” on an Associated Press story about the parody, which was meant to raise awareness of climate change.

WWD: Ex-Domino editor Michelle Adams and business partner Patrick Cline are launching an online shelter magazine: Lonny. “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.

VIDEO: Meet the newsroom of the new non-profit, non-partisan online news venture the Texas Tribune, led by former Texas Monthly editor Evan Smith. The site launches November 3.

New Career Opportunities Daily: The best jobs in media.