'Brides' Overhauls Strategy With Bimonthly Schedule
Plans to increase digital and mobile presence
Two years ago, Condé Nast closed two of its three bridal books—Modern Bride and Elegant Bride—and doubled the frequency of Brides, the remaining one, to monthly. Now, Condé is reversing course, returning to a bimonthly schedule in 2013.
By going monthly, the magazine had sought to pull in more advertisers outside the mainstay dress category that historically have avoided bridal periodicals because of their high reader turnover. At the same time, Brides expanded its coverage to include topics outside the wedding itself, aiming to keep women reading the magazine longer, even post-honeymoon.
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