Dwell Magazine Analysis

Dwell is a special interest magazine highlighting the world of architecture and interiors. Their first issue was published in October 2000, which have since been published on a bi-monthly basis. These are delivered on a subscription basis, both physically and online.[1]  The magazine has approximately 200,000-250,000 subscribers to the physical magazine, as well as 65,000 paying digital subscribers. These numbers do not account for their reach of 1.1 million non-paying interactions.[2] Dwell has a strong online presence, through both social media and their web page. This level of interaction led to the publication being acquired by Recurrent Ventures, a digital publishing company, in 2022.[3] The publication was founded by Chief Executive Officer Laura Deam and editor-in-chief Carrie Jacobs. The magazine is now headed by CEO Alex Vargas and editor-in-chief William Hanley.[4]

The publication itself has a very modern and sleek appearance, both in print and online. The logo is refined and has gone through minimal change over the last two decades. Both the name and typeface exhibit a magazine and articles of class and contemporaries. The logo itself uses a sans-serif font, whereas the majority of the typeface on the cover utilize a serif font, allowing for stronger contrast. This leads to the preferences of the target audience, who are those with an interest in architecture and interior design. They are specifically fond of modern dwellings and details. This does not mean they are professionals in the field, as only 74% of readers are reading from a consumer level.[5] In fact, the majority of Dwell’s audience either in the process of or has plans to remodel or renovate their home. Most of their article’s center around these fields, but there are some notable lifestyle exceptions to this standard. In the July/August 2022 issue, there is a focus on what makes one feel at home after a move or hiatus. The five creatives interviewed as a part of the article share elements from their hometowns and native countries that make them feel at home. These items range from the functional to the culinary to the aesthetic.[6] Articles about culture and lifestyle cover about 30% of the content within the print issue or online, with the other 70% relating back to interior design and architecture.[7]

The publication also features their editorial calendar on their media kit. For 2023, their six issues cover the themes of home technology and sustainability, money, urban oasis, travel, emerging designers, and made in America.[8] These themes are a combination of new and old, as some themes are referenced back on a rotating or annual basis, whether it is a direct re-run or just a similar topic. The articles on Dwell’s website also reflect these ideas of culture, sustainability, and aesthetic, but are in no way identical to the print articles or themes. The publication is also able to shift topics and themes to highlight the interests of the reader, as well as reflect on events that are affecting the world. One of the most infamous examples of this was the Covid-19 pandemic. The pandemic affected everyone on one level or another but had different impacts locally and personally. Dwell had a web article published about the effects of the pandemic within mere weeks of its start, on March 26, 2020. Homes were going to become more important than ever; they were everyone’s safe space from everything going on in the world.[9] Approaching the pandemic right from the front was an important move for Dwell, as there was no “how to guide” for dealing with a. global crisis. With Dwell’s emphasis on human experiences, the approach they took in their articles in this time made sense, as this crisis would result in a major shift of how society thinks of the home.

Articles are written and edited predominantly by a team employed directly by Dwell. This allows for a consistent, professional voice throughout the website and print issues of the publication. Dwell also takes article submissions for a range of topics.[10] Topics of interest in 2023 include verticals (homes and home design), culture, ideas, guides, and shop for web writing.[11]  This applies for both web and print articles, with different paid rates per word or at an hourly rate.

Dwell utilizes a range of social media platforms. Featured in the footer of their website are links to Instagram, Pinterest, Facebook, Twitter, and Flipboard. The usernames across these platforms are consistent, utilizing either @dwellmagazine or @dwell, depending on the popularity of the platform. Across all platforms, Dwell has 5.4 million active followers.[12] Their presence on Instagram is the most notable, where they have 2.4 million followers, of which, 4.3% interact with posts. For comparison, the national industry average is 1.22% of posts being interacted with.[13] This poses an attractive advertising and partnership opportunity with Dwell.

There are several competitors with Dwell, both direct and indirect. Some of the most well known include Architectural Digest, Interior Design, and Wallpaper. Architectural Digest, also referenced as AD, is the largest of Dwell’s competitors. AD is published by Conde Nast and has been in print since 1920.[14] Because of their global presence, AD is able to offer a wider range of publications for different regions of the worlds. This is a hallmark of the Conde Nast publications, as different regions are influenced by different cultural, political, social, and economical happenings. They may also be purchasing a different range of products, opening the door for more partnerships. While AD is an aspirational competitor for Dwell, Wallpaper is direct. Wallpaper has a very similar audience to Dwell, creatives with an interest in design, culture, and style. Wallpaper does however have a more global presence than Dwell, with a 30/30/30/10 distribution of readers in the United Kingdom, United States, Europe, and the rest of the world.[15] One thing that sets Dwell apart from its competitors is the way they shoot and style photos. The publication relies heavily on editorial photographers instead of architecture photographers.[16] Rather than being from the expected wide-angle and highly stylized, images are shot from our perspective. Sets feel lived in, photos feel warm, everything is coming from the human eye, rather than an objective one.[17] This is one of the elements that makes regular people read the magazine, as the elements of design are relatable to their own lives, rather than being highly stylized and “fake” looking.

Dwell’s biggest strength is easily the appear they have to readers – their articles are meaningful and can be applied to the day-to-day lives of their audience. Imagery and photoshoots are editorial and personal, rather than stagnant. Along with that, Dwell has still managed to remain relevant despite the housing crisis.[18] Their biggest downfall however is the frequency of publications. While many of Dwell’s competitors release monthly issues, Dwell is on a bi-monthly cycle. This may allow for more time to edit and curate articles and photography but comes down to producing less content in a calendar year. This means fewer opportunities for advertising as well, cutting down on some potential revenue. At the very base of it, this also means less content for readers to purchase or subscribe to. The publication is also very focused on the American perspective. The magazine has its roots in San Francisco and the west coast,[19] but many of Dwell’s competitors have versions for a more global audience. This leaves room for the opportunity to represent and write for a more global voice. This would allow for the influence of a wider variety of products, ideas, styles, and advertisements. A diversified range of inspiration and influence would lead to a greater pull to the magazine. While this does mean money must go into global publications, which have not yet proven successful for the brand, doing so would also bring forward new potential advertisers and a wider scope of attendants to events hosted by Dwell. There may also be an opportunity to have events on that global scale.

From a revenue standpoint Dwell utilizes paywalls and subscription tactics. They offer three levels of subscription bases: All Access, Dwell+, and Print Only.[20] These three levels offer a variety of features, from the print issues of the magazine to exclusive home tours, videos, and archives.[21] The other method of collecting revenue the publication uses is events. Dwell on Design is the largest design fair on the west coast.[22] The event was started in 2006 and brings architects, designers, and home enthusiasts together in showing an exhibition of modern design and furniture.[23]

Advertising in a print issue is well laid out on Dwell’s media kit. Advertisements can be a range of sizes and run 1x, 3x, or 6x for the calendar year.[24] Within the issues themselves, advertisements predominantly feature home design elements, furniture, art and prints, wine and spirits, travel, and kitchenware. Furniture and home advertisers may include IKEA, Pottery Barn, Nest, Zillow, and Lightology.[25] The advertisers featured cover a range of price points and product types within homes. The products also highlight a very similar look and style; modern and sleek. This is an important element and aesthetic to the magazine, as it is a look that readers are drawn to. There are also advertisements for events sponsored or hosted by Dwell, such as the aforementioned Dwell on Design. Dwell also utilizes affiliate marketing, where contemporary and popular designs are advertised to consumers based on the articles they choose to read online. This platform is called Dwell Shop and is immensely successful due to the high quantity of readers in the midst of home renovations.[26]

Dwell has always been a magazine with roots in modern design. Founding editor Carrie Jacobs left her idea of what Dwell stood for in the publication’s first years, saying “we think that real life…has been conspicuous by its absence in most design and architecture magazines,” as an extension of her fruit bowl manifestos.[27] This manifesto is still present through the actions of the magazine, as it encapsulates the modern take Dwell has on architecture, interiors, and renovations in corroboration with the homage it pays to uniquely human attributes. Dwell is not simply an architecture magazine; it is written for people with passion.

In coming years, Dwell stands a chance at making changings and pioneering aesthetics and styles within the world of home design and interiors. The publication showed resilience in making it through the pandemic and have shown that they are able to adapt their content to the interests of their audience and the global landscape. The magazine is adaptable and keen on keeping the human touch and voice at best interest – this is what has drawn the readers in for the past two decades and is what will continue to do so.

 [1] “Nicolaus, Fred. “Recurrent Acquires Dwell.” Business of Home, September 15, 2022. https://businessofhome.com/articles/recurrent-acquires-dwell.  

[2] Nicolaus, Fred. “Recurrent Acquires Dwell.” September 15, 2022.

[3] “Recurrent: Who We Are.” Recurrent, September 5, 2023. https://recurrent.io/who-we-are/.

[4] “Masthead.” Dwell, 2023. https://www.dwell.com/article/masthead-4f226d61.

[5] “Dwell Media Kit.” 3, Dwell, 2023. https://www.dwell.com/info/mediakit.  

[6] Madlener, Adrian. “Hometown Advantage.” Dwell no. July/August, 29-39, 2022.

[7] “Dwell Media Kit.” 12, 2023.

[8] “Dwell Media Kit.” 18, 2023.

[9] Nielson, Duncan. “17 Architects and Designers on How the Pandemic Will Change Our Homes

Forever,” Dwell. March 26, 2020. https://www.dwell.com/article/architects-say-coronavirus-covid-19-pandemic-will-change-home-design-ee29c873.

[10] “How to Pitch to Dwell.” Dwell, 2023.

https://www.dwell.com/article/how-to-submit-to-dwell-397833aa.

[11] “How to Pitch to Dwell.” 2023.

[12] “Dwell Media Kit.” 7-8, 2023.

[13] “Dwell Media Kit.” 8, 2023.

[14] “About AD.” Architectural Digest, 2023. https://www.architecturaldigest.com/about/about-ad.

[15] “Wallpaper Media Kit.” Wallpaper, 2023.

http://cdn.mos.cms.futurecdn.net/R3UTaDjKgcsCHU8jTQT6sa/Wallpaper_%20Media%20Kit%202023%20-%20US%20rates.pdf

[16] Walker, David. 2006. “Dwell.” Photo District News 26 (5): 48–49.

https://search.ebscohost.com/login.aspx?direct=true&db=f5h&AN=21863412&site=ehost-live.

[17] Walker, David. 2006.

[18] Nicolaus, Fred. “Recurrent Acquires Dwell.” Business of Home, September 15, 2022.

https://businessofhome.com/articles/recurrent-acquires-dwell. 

[19] “Dwell (Magazine).” Wikipedia, September 4, 2023. https://en.wikipedia.org/wiki/Dwell_(magazine)#:~:text=Dwell%20is%20a%20design%20and,by%20senior%20editor%20Allison%20Arieff.

[20] “Dwell: Subscribe.” Dwell, 2023. https://www.dwell.com/subscribe.  

[21] “Dwell: Subscribe.” 2023.

[22] “Dwell on Design.” American Society of Interior Designers, 2023.

https://www.asid.org/events/dwell-on-design-2.

[23] “Dwell on Design.” 2023.

[24] “Dwell Media Kit.” 19, 2023.

[25] “Different is Good.” Dwell no. March/April, 2018.

[26] “Dwell Media Kit.” 4, 2023.

[27] Walker, David. 2006.