As many of us in the design, home, and ecommerce space know, last week the oft-heralded and much-missed Domino Magazine released their new print and online venture. In an effort to modernize the model and capitalize on the strength of the brand, the new Domino is looking to ecommerce as a primary revenue stream, attempting to integrate shopping and content into a seamless user experience.
Before the launch, I read this article in the New York Times, which left me feeling oddly frustrated about the whole conversation and got me thinking about Domino’s new ecommerce-meets-editorial strategy a bit more critically, from my perspective as a professional merchant.* I’d encourage you to read the article, which does a solid job of explaining the new model. With full disclosure- my commentary here is related only to Domino’s new site at www.domino.com.
My gut, initial reaction was “this is too much, too complicated”. It gave me a headache, and from some of the conversations floating around twitter, it sounds like I was not the only one. Our media is increasingly saturated with commercialism, and as many online magazines are integrating shopping, it only makes sense for Domino to venture into this territory. I think my personal reaction to this is honestly one of exhaustion- do I have the time and energy to follow another site that requires me to invest in exercise of mentally separating “content” from “commercial” as I scroll down the page? (I am self-admittedly pretty quick to hit “unfollow” if something smacks of overt sponsorship).