Matchbook

The success of Lonny, the online-only shelter magazine created by a bunch of out-of-work Domino staffers after the magazine closed, is well-documented. Undoubtedly inspired by Lonny, college friends and co-founders Katie Armour and Jane Lilly Warren decided to launch Matchbook--www.matchbookmag.com--a online lifestyle mag geared toward the girl who listens to She and Him, wears Kate Spade sparkly flats and desperately, desperately misses Blueprint magazine. Katie, the editorial director, is the lovely blogger behind The Neo-Traditionalist and has also contributed to Lonny. Jane, the creative director, spent the last two years on the creative team at J.P. Morgan's private bank. We recently chatted with Matchbook's masterminds on the who, what, and why of this particular mag.