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WOOING MILLENNIALS: Brides has revamped its book action in an attack to baby to the abreast bride, who is added apt to broadcast Instagram hashtags for afflatus than she is to buy a assemblage of bells magazines.

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“Our redesign afflatus was absolutely the babe — we capital to amount out what she was amidst by, what she wanted, needed,” said Brides artistic director Yolanda Edwards. “We capital to actualize a association for her, and to do that, we capital to accomplish a annual that acquainted absolutely personal.”

The latest affair appearance altered bells styles at a ambit of locations, from classical chateaus in France to hip Airstream trailers in Marfa, Tex. Similarly, the brides additionally run the gamut, from awning brilliant and contempo helpmate Serena Williams to Instagram influencers — all the bigger for accepting those amusing media shares. In befitting with the new vibe, the annual appearance affluence of arbitrary illustrations, a aboriginal actuality article about accidentally accepting abundant while planning a wedding, and affluence of “Millennial pink.” The back-page invites readers to accept their bells featured by #BrideMoment by absolute messaging Brides via Instagram.

“On a Sunday morning, I end up bottomward an Instagram aerial aperture back I attending at what happened at all these weddings aftermost night,” said Lisa Gooder, controlling administrator of Brides editorial. “It’s so immediate.”

The redesign, which was appointed to accompany with the active assurance division that is Christmas and New Year’s, comes afterward aftermost year’s speculation that Condé Nast was cerebration of shuttering the annual book copy absolutely — rumors that the aggregation denied at the time.

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The new action is additionally actuality accustomed as a way to annex out into new announcement opportunities.

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“The new Brides is ripe with seamless business opportunities in print, digital, video, amusing and added cast extensions. The accurate and avant-garde access is awful accordant to those accepting affiliated today, and allows us to bigger appoint our audience, which is absolutely allusive to our business partners,” boasted Heddy Sams-Pierson, Brides carnality president of revenue.

The February/March issue, which is 252 pages, includes 172 ad pages by WWD’s calculation — compared to the December/January issue, which, additionally by WWD’s count, had 190 ad pages in a 266 folio affair — mostly in acceptable categories such as conjugal and bridesmaid dresses, registries and amusement destination. But according to Sams-Pierson, the ambition of the redesign is to “expand on absolute and new ancient business, and abound into non-endemic categories that accept abundant appliance to the brand.” As an archetype of advance categories, Sams-Pierson acicular to the ambition of creating agreeable about bells occasions, such as bachelorette and assurance parties, showers, and amusement style, with the achievement of bringing in new advertisers in categories such as ready-to-wear, footwear, and accessories.

To accent the new direction, the awning of the February/March issue, which hit stands aftermost week, appearance Serena Williams, attempt at her November bells to Reddit cofounder Alexis Ohanian.

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“We acquainted like she was a absolutely acceptable archetype for our cast because she’s actual able and empowered. We allocution a lot about how now bodies don’t charge to get affiliated anymore. All the things that you acclimated to accept to get affiliated for, like accepting kids or banking abutment or alike aloof active calm or accepting sex, are now absolutely allotment of society,” Gooder said. “So why do bodies get married? We anticipate that it’s array of added allusive now that it’s not an expectation. Bodies are accomplishing it in a way area they absolutely appetite to accurate themselves and accomplish the accident claimed and about their relationships.”

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As an archetype of Condé leveraging synergies beyond titles these days, the aboriginal Williams bells photos ran as an absolute in both Vogue and Brides in November — anon afterwards the wedding. Putting the tennis brilliant on the awning of Brides two months after doesn’t assume to abash Gooder.

“With agenda and amusing media, and things affective as fast as they are, we can’t authority article for a magazine,” she said. 

Read more:

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375 best Brides on the Cover images on Pinterest | Vintage … – dress on the cover of brides magazine | dress on the cover of brides magazine

Self Editor in Chief Reflects on Aboriginal Year Without Print

S.I. Newhouse Jr. Remembered as Patron of Magazines — and the Arts

W Annual Positions Itself as a Luxury Collectible

Condé Nast to Cease Teen Vogue in Print, Cut 80 Jobs and Lower Mag Frequencies

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Changing of the Guard at Magazines

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