Archive for January 12th, 2010

‘Brides’ wants newlyweds, too

Tuesday, January 12th, 2010

Brides magazine is adding postnuptial content to extend the brand’s shelf life and advertising opportunities, Media Week says.

“A new home section and feature called Merge and Purge will be aimed at the posthoneymoon reader and nonendemic advertisers in beauty, finance, fashion and other categories,” the report says. “It will also add a news section to cover products and trends, as well as more coverage of ‘real brides.'”

The publisher also plans more sex-related content in Brides along the lines of what used to appear in sister mag Modern Bride.

But, “nonendemic advertisers have historically shunned bridal books because of their high reader turnover. One endemic buyer was skeptical of the plan, noting that wedding magazines are mostly read for the ads. Should Brides succeed, it risks alienating advertisers who only want to reach women who are in the throes of wedding planning, the buyer added.”

Brides, which starts the expanded content with its February issue, is the survivor after owner Conde Nast folded two of its three bridal magazines last fall.