Brides Magazine to get Fatter

Posted on February 29, 2012 Written by 5 Comments

By Paul Pannone

eWedNewz is watching the action at Conde’ Nast, as the company tweaks changes made back in 2009 when they closed Modern Bride and other iconic magazines. Included in the changes was making Brides magazine monthly; a move that resulted in lower sales at the newsstand and declining support from advertisers.

 

Sources say Conde’ Nast is on a weight gaining mission for their Brides publication.

 

According to sources, Conde’ Nast missed the warning signs and now scrambles to recover lost market share to competitors. In an effort to reclaim some of the revenue eWedNewz has learned Brides is planning a redesign that could come as soon as its May Issue.  Information and details are hard to come by but sources familiar with the move say the bridal book’s measurements will become similar or the same size as W.  In addition sources say improved paper stock will also be more like W or even Martha Stewart Weddings. Experts say the changes could cost roughly one million dollars more annually  than what’s now being spent on production.

The requirements to execute the changes are not said to serve the magazine well. Estimates say Brides is already losing money with each issue; down by a substantial number of pages– and advertising revenue– within the first three issues of the year.

“This isn’t typical behavior for Condé Nast,”  according to onlookers that say Conde’s recent moves are not consistent with past behavior when they would shutter any property that was not in the top of their group. Additionally sources say by increasing the book’s measurements they’ll have to deal with logistical problems, including the magazine won’t fit into traditional slots at the newsstand.

“Just like W, rack space will be difficult to acquire because of the size.  Because book stores no longer are a primary spot for magazine distribution–because of book store closings– newsstand sales may fall even lower.  This will make it impossible for Brides to compete with Bridal Guide, Martha Stewart, The Knot, and anyone else that comes along,” it is speculated.

 

eWedNewz continues to watch this story and report further findings.

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2012

Filed Under: Bridal Magazines, eWedNewz, General News, Ongoing Story Investigation, Publications, wedding industry Tagged: , , , , ,
  • http://www.facebook.com/people/Jim-Duhe/1244551190 Jim Duhe

    I’m not saying that this kind of change couldn’t happen but it seems illogical and impractical — which is probably a sign that it will happen.  Enlarging the magazine size is an expensive proposition.  It’s doubtful that advertisers will agree to a rate increase to cover the publisher’s increased cost for this innovation.   The concept has merit only if Conde Nast views Grace Ormond Wedding Style as its only competitor. 

    It’s no secret that Brides lost more newsstand sales than any other national bridal title last year.  It’s now being outsold on the newsstand by Bridal Guide, Martha Stewart, The Knot., and For The Bride.  In spite of the best effort of the Conde Nast brain trust to convince advertisers that newsstand sales are meaningless, not many are naive enough to believe the fantasy that subscription are important within the bridal category.   As a result, there were more than 150 fewer pages in the first three issue of Brides in 2012 than there were in 2011.

    The decision to publish Brides Magazine  monthly rather than bi-monthly a couple of years ago was viewed as ill-advised by most within the bridal industry.  The decision to eliminate the majority of staff with bridal-specific experience — including Millie Bratten, one of the most respected and beloved editors in the business — seemed counter to common sense by many.  Obviously, Conde Nast has a history of poor decisions regarding Brides Magazine management.  Therefore, no one should be shocked or surprised by anything that happens next at Brides.  

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