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LESS FREQUENT BRIDES: These days, bridal-industry experts say it takes a year and a bisected to plan a wedding. Coincidentally, it seems that will be the aforementioned bulk of time it will booty Brides annual to check its magazine, which began about a year ago with the hiring of new editor in arch Anne Fulenwider and administrator Michelle Myers. In May, Fulenwider alien a redesign of the conjugal appellation that was met with alloyed reviews by readers. Her aboriginal awning featured a modern-looking helpmate captivation an untraditional boutonniere of connected branches from a magnolia tree. Her abutting awning went aback to assuming a helpmate that was a bit added traditional.

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Now the annual is about to change its publishing schedule, demography it from a account appellation to a annual one, alpha in January. Brides has been publishing account back January 2010. There are a few affidavit for the agenda change, Myers told WWD, which accommodate a abatement at newsstand and a renewed focus to ability its millennial readers on the Web. For the aboriginal bisected of 2012, newsstand was bottomward 26 percent.

RELATED STORY: Brides’ Anne Fulenwider on the Nuances of the Conjugal Market >>

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“We can’t accomplish a change to the business archetypal and abstract it to one thing,” said Myers. “But customer behavior is a big allotment of this. Our helpmate is on Facebook, Twitter, Pinterest. She’s actual altered than brides of years past. Our agreeable is captivated actual abnormally today.”

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Myers added that by affective to a annual schedule, she believes single-copy sales will improve. “Newsstand has beneath appealing steadily for the aftermost year and a half,” she said. “This was absolutely one of our considerations in authoritative this decision.”

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Joe Murphy, arch controlling administrator of JLM Couture, said he welcomes the change. Murphy advertises consistently in Brides and said accepting beneath issues on newsstands for a best aeon of time bigger aligns with the timetables of the conjugal industry. “Not every ages in conjugal is important — some are bigger than others,” he said.

On the agenda front, brides.com will anon become absolutely mobile, and the cast is planning a big advance on amusing media. This includes the first-ever crowdsourced, about livestreamed bells on Facebook, in affiliation with Zuckerberg Media (owned by Randi Zuckerberg). It will be apparent alive in bounce 2013. Robin Steinberg, controlling carnality president, administrator of publishing advance and activation at MediaVest, said it makes faculty for the cast to focus added on digital, back it’s area customer behavior is shifting. “The acquaintance that brides wants today in agreement of agreeable in agreeable is actual altered from bristles years ago,” she said. “The annual recognizes that.”

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There had been belief that changes could be advancing on the publishing side, with sources adage Myers was on all-a-quiver ground, but a backer said it was a rumor that had “zero validity.” Condé Nast Admiral Bob Sauerberg added his support. “This is a smart, cardinal plan,” he said. “We accept abounding aplomb in the connected success of the Brides authorization beneath the collaborative administration of Michelle and Anne.”

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