SQUARING OFF IN BRIDAL: The publishers of the two arch conjugal magazines were afresh assessing the competition, namely, anniversary other.
Here’s Amy Wilkins, administrator of Martha Stewart Weddings, on Brides: “Brides is.…It’s actual adamantine to apperceive who they are today because they’ve afflicted absolutely a bit. They’ve afflicted bristles times in the time I’ve been here. Martha is a actual consistent, focused product.”
This adventure aboriginal appeared in the January 4, 2013 affair of WWD. Subscribe Today.
Brides administrator Michelle Myers: “We appear from a aggregation whose ancestry is style. If you attending at the notable photographers we use, you’ll see they additionally shoot for Vogue and Vanity Fair. If you attending at the latest affair of Martha, all that’s featured is aliment and table settings.”
The two had aloof beatific out their winter issues, Brides’ aboriginal back it went bimonthly, and capital to advertisement some victories in their advancing conjugal battles.
The magazines accept been competitors for years, but with an anytime added acute basin of advertisers and readers, the time for a affable animosity has acutely appear to an end. In the alone apple of bridalwear, businesses are stingy with their ad dollars, and there’s not abundant of them to go about — there are additionally added competitors to argue with, like biannuals Town & Country Weddings and New York magazine’s Weddings.
So in the aftermost year, there was added coercion in the bells agitation as the two class leaders sized anniversary added up, played catch-up and exploited weaknesses.
Brides was aboriginal out of the aboideau at the alpha of aftermost year. With a new administrator in Myers, who’d aing from Lucky, and a new editor in chief, Anne Fulenwider, a above Condé Nast alum who’d defected from Hearst Corp.’s Marie Claire, the annual had been attenuated by its account frequency, a move that was engineered two years beforehand by then-publisher
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