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Zimbio Acquires "Digital Home and Design Darling" Lonny

Earlier this year, WWD dropped some hints that the fate of Lonny hung in the balance. What in the devil was happening? About a month later, all fears about the original and grande dame of the digital shelter magazines were quelled when Lonny, sticking it to naysayers and skeptics, announced that it had plans to increase its circulation from a bimonthly to a monthly format. It would not shutter, and it would not be sold.

Not the case anymore: Lonny has just been acquired by Zimbio Inc., a digital publisher whose portfolio consists of Zimbio.com, covering entertainment and pop culture, and Stylebistro.com, a fashion and beauty vertical helmed by former Racked National editor Danica Lo. A press release from the Zimbio reps state that the deal includes "the founding editorial team, the Lonny website, its library of past issues, and an archive of thousands of original photographs" and extends Zimbio Inc.'s "reach in a new women's lifestyle vertical." (Clicking the "Living" tab at the top of Zimbio.com directs you to the June/July 2012 issue of Lonny.)

As for what to expect, Lonny will continue to publish under the leadership of editor in chief Michelle Adams and director of photography Patrick Cline, and Zimbio "will be investing in ways to grow the website and enhance the overall experience. Specifically, we think it’d be nice to have easy access to back issues, complete with a fully searchable archive of the thousands of original images Lonny has shot over the years. And how great would it be to get Lonny on your iPad?"

It was only a matter of time before Lonny found a suitable buyer, and today's announcement adds another piece to the shifting shelter-industry puzzle: recently Cottages & Gardens launched a New York edition, Hearst greenlit HGTV Magazine, Domino came back, and New York magazine debuted a standalone design title and announced plans to launch an issue with Dwell.

· All Lonny coverage [Curbed National]