Same old, Same old at Brides Magazine

Posted on July 10, 2012 Written by 3 Comments

By Paul Pannone

Promises of better days to follow a cover redesign in May has so-far not been able to get Brides magazine any sort of positive traction in the wedding business. Challenges in the print magazine business are enough to contend with; now add the steady decline in formal wedding forecast going forward and you’ll get a better understanding of the troubles facing the Conde’ Nast bridal magazine.

 

Rumors that said Brides would revert back to a six-times a year publication instead of monthly were reportedly struck down by Brides officials.

According to an ongoing eWedNewz poll 61% of respondents say Brides has sunk too far to recover. 21% say the magazine is the victim of the failure of all print publications. 11% feel Brides magazine is making the necessary adjustments and will survive. Less than 2% say Brides magazine is as healthy and relevant as ever before.

Despite the efforts to appeal to a new and modern consumer, Brides magazine continues lose advertisers, pages and circulation, leaving the wedding industry to wonder how much more will its owners tolerate?

According to ex-employees Conde’ Nast criteria demands whatever property they own must be a leader in its category. But attending a recent event in New York they sponsored, there was definite weakness and concern in the Conde’ Nast (Brides) speaker’s voice, addressing the audience.

eWedNewz continue to cover this story and welcomes your views. If you haven’t voted, please take a moment and do so.

 

eWedNewz

All Rights Reserved

2012

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

     I felt as if I had been punked after reading a recent WWD feature about
    Brides Magazine’s new editorial direction.  It was a relief to read the
    Ewednewz story because it confirmed the obvious:  the new editorial team
    at Brides doesn’t understand its readers or its advertisers.  It’s as
    if Anne Fulenwider didn’t bother to read the magazine or review
    readership data prior to making proclamations about the need for
    change.  Apparently, it escaped Fulenwider’s attention that her
    predecessor, Millie Bratten, included beauty, style, and news features
    in every issue for decades.  These are not innovations.  If it’s
    Fulenwider’s intention to appeal to “mainstream” brides, she might want
    to rethink her decision to spotlight gowns that retail above $8,000 on
    the cover.

    It’s noble for Fulenwider to embrace the needs of “non-fashionable
    social workers” with her redesign.  However, there seems to be a gap
    between her intentions and the product that she produces.   The
    one-size-fits-all approach of the upcoming September issue sounds like a
    winner.  “This is our fashion Issue,” she said.  “We’re not making a
    big deal about it because we’re a bridal magazine but we’re doing a
    fashion issue.  We’re doing really fashionable wedding dresses and we’re
    doing non-bridal fashion.  We’re not doing a ton but we’ll sneak some
    in there.”  Gosh.  The non-fashionable among us can breathe a sigh of
    relief.  However, one-size-fits-all means that it fits no one
    correctly. 

    While Fulenwider’s Vanity Fair and Marie Claire experience is
    noteworthy, it didn’t — it couldn’t — prepare her for the very
    specific needs of a special interest readership.  Fulenwider is a
    journalist — not a fashion expert or a bridal authority.  Unlike Vanity
    Fair and Marie Claire, bridal magazines are newsstand driven. 
    Subscriptions are meaningless.  Engaged women are buyers — not
    shoppers.  They have a wedding date deadline by which all of their
    buying needs must be met.  They have no use for a bridal publication
    after the honeymoon is over.  In spite of the news releases regarding
    change, there is no visible difference between the current (August)
    issue cover and Brides covers produced in the past.  The content is
    different only in that it is less focused upon the actual needs of
    Brides readership. 

  • Pingback: The Week of July 9th in Review | Tuxedos top the headlines

  • Pingback: BRIDES Magazine Shifts Gears; Names First Woman of Color as Editor in Chief