By Paul Pannone
For weeks Leonard Green’s decision to put David’s Bridal on the auction block dominated the newZ and captured the attention of readers, making it again this week’s top story. In a few weeks, the story is in the all-time top ten (number nine) and still rising.
The newZ is not good at Brides magazine, as circulation at the struggling Conde’ Nast publication continues to shrink, despite efforts to revive interest in the bridal resource. A current poll so far shows 57% of respondents feel the publication has slipped too deep to recover. 21% say Brides and all printed wedding magazines are slipping because of their format.
On the left one dried-up, old prune. On the right a new phenomena called Bitchless Bride. Both deliver the straight message: get over yourself.
A new vigilante way of judge, jury and resolution is being watched by this newZ source. Bitchless Bride could be giving that dried up prune, Judge Judy, a run for the money, as a slow but steady wave of support looks on. This week BB blew a three-week investigation I did in 2010 for another format out of the water by simply announcing if she gets the brides email, she is marketing her bridal products to her– deal with it. So far 78% side with the Bitchless Bride approach to email marketing.
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