The Knot is pulling the plug on The Nest, its magazine for newly married couples, ending an experiment intended to widen its distribution after four years. The winter issue was the last one.
The Nest, a print offshoot of TheNest.com, focused on home decorating, shopping, food, money management, and relationships in an effort by The Knot to reach an increasing audience of co-habitating couples. Initially, the magazine was distributed to 200,000 newly married members of The Nest. But last June, citing strong demand, The Knot expanded The Nest’s distribution to specialty retailers including Barnes & Noble, Borders, and Target.
Denise Favorule, executive vice president of The Knot's national enterprise group, said it was hard to get advertisers to support a small controlled-circulation magazine, while consumers who weren't getting the magazine complained.
"We were getting some negative backlash," she said. "We were on the newsstand, but we were only in choice markets.”
The magazine concept won’t go away entirely, however; this fall, the company plans to convert the quarterly to a digital format that will go to 500,000 recipients each quarter. The brand also will live on as a section in The Knot’s quarterly magazine and in custom publishing. "It will give us greater reach as a brand," Favorule said.
The Knot has also been expanding its footprint of The Bump, its print and online brand for expectant moms.