Brides.com Partners with Myregistry.com

With spring weddings season just months away, the bridal category is heating up.

Condé Nast’s Brides.com announced a partnership with Myregistry.com, which lets users create a centralized online registry with items from multiple stores. The registry feature, found on Brides.com’s home page, also lets brides add items from ads or image galleries on Brides.com itself.

Meanwhile, two new publications are entering the bridal field promising a new twist on the category.

Get Married Media Oct. 1 launched Get Married, an extension of its eponymous TV show on Lifetime Television. Describing itself as a shopping bridal magazine, Get Married launched using Microsoft’s tag technology, which lets readers get advertiser information, videos, and photos on their Web-enabled mobile phones by snapping a photo of the advertiser’s ad. The title is launching with a 300,000 circulation title. Four issues a year are planned.

And American Media Inc.’s Shape announced that it would publish a special weddings guide, Shapebride, that would focus on fitness and well-being rather than the reception. Shapebride will go on sale Feb. 12 for 90 days and will carry a $5.99 cover price.