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'WeddingBells' Tolls for Texas

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Canadian Publisher Hits Dallas/Fort Worth
BOSTON--A privately held Canadian publishing company is looking to tap into lucrative local and regional markets with a biannual periodical 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, issued by Wedding Bells Inc., will compete with national mainstays Bride and Modern Bride.
In Dallas, the publication will go up against the established Bride & Groom magazine.
Now on newsstands, the premiere 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 regional readership. For example, a special feature in the New England issue 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.
National display advertisers include china makers such as Noritake, Pfaltzgraff and Royal Doulton USA.