'Dwell' Launches Digital Subscription, Taps Zach Klein As CEO

Membership to Dwell’snew digital subscription offering has doubled month over month since its trial rollout in June 2019, according to the architecture and design magazine brand.

Called Dwell+, the offering provides exclusive content (including video and original photography), digital access to 19 years of Dwell magazine archives, and the Dwell Sourcebook, a database of global design professionals, service providers and brands.

Dwell also announced today a new CEO: Vimeo co-founder Zach Klein.

“I am happy to expand on [founder-former CEO of Dwell Lara Deam’s] vision by increasing our offerings and growing our audience, as well as by continuing to discover and showcase the absolute best and most beautiful designs from around the world,” Klein stated.



Deam “hand-selected Klein to carry the torch,” according to the company. She will remain chairwoman of the board.
The launch of Dwell+ offers “our readers new ways of engaging with the design we cover,” Nicole Wolfgram, Dwell CRO, told Publishers Daily.

“Premium content available to members provides both inspiration and practical tools for our audience," Wolfgram added. "It gives them an in-depth look at the latest in modern home design, as well as practical ideas for making their own spaces spectacular.”

Dwell+ content offers exclusive tours of houses worldwide, original editorial photography, video tours and articles “to allow our readers to experience the places that we cover, hear from the architects who made them possible, and meet the people who call them home," Wolfgram said. The magazine'seditorial team and contributors produce all Dwell+ content.

Membership to Dwell+ also gives readers access to guides on renovations, prefab houses, off-the-grid retreats and products and professionals.

The subscription offering was first promoted to Dwell's "biggest fans," via its email newsletters and social media.

"They told their friends. And subscriber numbers grew steadily throughout the year,” Wolfgram said.“We added additional team members in tandem with the launch and adapted our operations around producing premium content.”

Dwell+ costs $39.99 per year with one month free, and $49.99 if bundled with a one-year print subscription to the magazine.

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