Monthly Unique Visitors: 4.3 million
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Background: Many shelter publications focus on showcasing homes that are crammed with exquisite (and outrageously expensive) items. So, while their pages may be fun to look at, they’re not very useful to consumers who don’t have multiple thousands to spend on interior decorations.
Lonny came onto the scene in 2009 and sought to create bit more balance in the shelter publication world. The site features beautiful designs that can be achieved on a budget, said Angela Tafoya, editorial director. The publication looks at décor from an “aspirational but attainable approach,” she says.
The publication’s audience is geared toward the 18-44-year-old demographic and its base is 93% female. Readers have purchasing power and may have purchased a home.
What to pitch: Editors have a steady roster of freelancers who they call on to bring article ideas that were conceived in-house to fruition; but they’re very open to new voices.
Freelancers who have access to the owners of a beautifully designed home can pitch the Home Tours section. This vertical houses the highest performing pieces on the site, and editors like to showcase a variety of homeowners who have great stories to tell about the spaces they’ve created, says Tofaya. Subjects of Home Tours articles have included interior designers and authors, as well as less notable folks who have beautiful indoor spaces. Word count: 1,000-1500.
The Lines We Love section is also open to freelancers. This is the place to pitch profiles of emerging designers. Word count: 300-500.
Pitches that focus on home design trends are also welcome. These are slideshows that run about 250 words with 90-word captions.
Editors are open to trying new things, so feel free to pitch ideas that don’t fall specifically within the scope of the aforementioned verticals. City-guide roundups and first-person pitches that are related to home décor are all fair game.
What not to pitch: The Trending vertical, which covers up-to-the-minute news stories, is handled in-house.
What publicists should pitch—and when: Editors are interested in receiving home-related product pitches, but they may be even more interested in a home profile story about the person who created the product line. Celebrity home profile pitches are also welcome. Lead time is 4-6 weeks.
Percentage of freelance-written content: 30%
Percentage of freelance pitches accepted: 50%
Recent freelance stories pitched and published: A freelance writer pitched A Chicly Renovated Spanish Revival in Los Angeles for the Home Tours section. Freelancers also pitched a trends piece that focuses on the Buffalo Check pattern phenomenon as well as a Lines We Love article that profiles Logan Killen Interiors.
Etiquette: Editors like to see pitches that are only about one paragraph in length and are sent in the body of the email. Include an article hed as well as links to relevant clips, but please do not send any attachments.
Lead time: 4-6 weeks
Pay rate: $300-$500
Payment schedule: Invoice upon acceptance
Kill fee: 20%
Rights purchased: Varies depending on the assignment
Contact info:
Lonny
101 Redwood Shores Pkwy. #150
Redwood City, CA 94065
Twitter handle: @LonnyMag.com | Facebook
FirstName.LastName@Livingly.com
Direct all pitches to:
For Home Tours, Lines We Love, and first-person stories, editorial director Angela Tafoya: ANGELA dot TAFOYA at LIVINGLY dot COM
For home design trend pieces, senior associate editor, Shelby Wax: SHELBY dot WAX at LIVINGLY dot COM
