IQ News: Auction Pairs Yahoo! With Bride’s Magazine




Looking for the perfect gift for a bride- or groom-to-be? Beginning next week, consumers can log on to Yahoo! Auctions and bid on a variety of items aimed at the betrothed set, ranging from a Venetian gondola to wedding performances by Atlantic recording artists. The auction is part of Bride’s Magazine’s “Make the Millennium Matter” campaign, with auction items up for bid at auctions.yahoo.com from Nov. 29 through Dec. 12.
According to Nina Lawrence, the recently appointed publisher at Bride’s Magazine, more than 36 of the Condƒ Nast magazine’s advertisers have donated products and services to the online auction event. Vendors offering up donated items for auction include high-end knickknack purveyor Hammacher Schlemmer, which is providing the Venetian gondola (starting bid is $1,000); Kodak; Chanel; Cuisinart; and Sheraton Hotels in Hawaii.
All of the donated products, valued at more than $300,000 total, are available for preview at Bride’s Magazine’s exclusive Internet partner, the Wedding Channel, at brides.weddingchannel.com.
Lawrence said this is the first time the magazine has cosponsored an event of this magnitude on the Web.
Proceeds from the charity auction will benefit Women in Need, a New York-based organization that serves more than 2,400 homeless and disadvantaged women and children each year.
“It’s a wonderful way to bring higher visibility to Women in Need,” said Lawrence. “Tying together a huge bridal auction with Yahoo! around the millennium also is a great way to drive traffic to Yahoo!.”
Lawrence said the online auction will additionally benefit Bride’s through increased readership, but more importantly, will bring visibility to the advertisers’ products.
“The primary goal is [to benefit] the advertisers, but it’s also great if we can gain some attention for the magazine,” she said.
Bride’s Magazine is published six times a year. Yahoo! Auctions, the auction area of Santa Clara, Calif.-based portal Yahoo!, offers online bidders nearly 1 million items in 3,600 categories.