There are plenty of architecture and interior design magazines out in the market but perhaps none is more thought-provoking than Dwell magazine. The kind folks at Dwell approach architecture quite differently from the canapé lit design approach of olden times; time and again, Dwell has managed to effuse its magazine pages with photography that is both rustic and archaic but not in a way as to make it less attractive, rather it presents a sort of inviting realism into what it truly means to appreciate architecture and design.
To understand this in deeper context, perhaps it is worthwhile to talk briefly about the history of Dwell magazine. The magazine was conceived by mail-order heiress Lara Hedberg Deam who dreamt of a magazine that would revolutionize the way people look at architecture and design. The vision looked more like used cars in Phoenix rather than un-driven luxury vehicles in show rooms. In simple terms, the idea was to bring realism to the pages of a design magazine rather than creating a mock space separate from the values and virtues of actual homes. In short, there was solar heating because the home owner uses it, not because the photography setup dictated it to be saw.
To realize this dream, Deam enlisted the services of design critic Karrie Jacobs as its first editor-in-chief. Shortly after September 2000, Jacobs went on to pen the now iconic “Fruit Bowl Manifesto” through which Dwell elegantly describes its mission and goal. This wasn’t a simple foray into home alarm systems or an exultation of the merits and demerits of conventional design. In a nutshell, this was an almost rougish take on something so formal.
In the years that followed, Jacobs left the company and was subsequently replaced by Allison Arieff. Today, Dwell magazine is ran by Sam Grawe amidst perhaps the most successful period in the magazine’s 11 year history. A typical Dwell magazine release features a slew of advertisements from meladerm reviews to a cacophony of offers on pet supplies but regardless, one thing remained constant – Dwell has struck by its commitment to delivering realistic architectural and interior design concepts and ideas to a consumer base that is hungry for that less-than-perfect but cozy, comfortable, and friendly home.
This has led to the steady rise of the magazine in the public’s consciousness as reflected in its constant subscription and sales increase. Unlike free dating sites with largely fickle minded followers, Dwell magazine has more than 300,000 recurring subscriptions every year valued at $19.95 per year. This translates to 10 releases throughout the year. For each month, Dwell magazine is delivered to the mailboxes of many loyal readers except for December-January and July-August when the release is on a bi-monthly basis.
Beyond the magazine, Dwell also has an online counterpart with excellent web design that acts as an avenue for regular posts beyond the regular magazine releases. This has helped improve not only the popularity of the magazine but also its accessibility to readers helping to make the architectural and design experience, as organic and up-close as possible In this, Dwell deals with many partners to sustain its business and its commitment to reader-friendly publications.
The rise of Dwell magazine is akin to the success of another popular company, ACN INC, and this is proof that innovative thinking can indeed bring a company from the ground up and thrust it into the public’s consciousness. Consequently, Dwell couldn’t be more at-home in this limelight. It has only basked in the glory of being an excellent provider of tips on design and architecture. It stands by its slogan and catchphrase, and promises to deliver more as it continues to soar in the world of architecture and design. Indeed, Dwell is at–home in the modern world.