A privately held Canadian company is looking to tap into lucrative local markets with a biannual publication called WeddingBells.
In addition to Boston, the Toronto-based publisher this spring has launched market-specific editions in New York, Chicago, Dallas/Fort Worth, the San Francisco Bay area and Southern California.
"Readers get the style and quality of a national magazine with the relevance of a local publication," said president and publisher Diane Hall. "This usefulness for the reader also provides a meeting place for national advertisers and their local retail partners."
WeddingBells will compete with regional publications such as New England Bride as well as national mainstays Bride and Modern Bride.
Now on newsstands, the premier issue of WeddingBells carries 193 pages of national and regional ads, although Hall expects that figure to double within a year. Some stories are specifically geared to a Boston-area readership. For example, a special feature titled "Great Boston Weddings" portrays two local couples, one married in the Rocky Mountains, the other on Martha's Vineyard. Stories strive to be intelligent and offbeat, written with both groom and bride in mind, Hall said.
Local display advertisers in the first Boston issue include Long's Jewelers, Priscella of Boston, Filene's and Shreve Crump & Low. National display advertisers include china makers such as Noritake, Pfaltzgraff and Royal Doulton USA.