Battle at the alter?

Folio: The Magazine for Magazine Management, June 1, 1991 by Lisa I. Fried

Almost every time Modern Bride publisher Howard Friedberg visits a newsstand, he finds a new magazine courting the 2.4 million couples who get married each year.

Both Bride's and Modern Bride, the leading books in ad sales and circulation, have been feeling the heat on the newsstand for the past year. After years of ringing up major single-copy sales gains, each saw sales drop off 16 percent in the last half of the year-to 270,021 and 251,547, respectively-after experiencing declines in the first half as well, according to Audit Bureau of Circulations.

The numbers aren't that surprising, considering the downward trend many titles have faced. But Bridal Guide and Elegant Bride, regional titles that went national a few years ago, enjoyed single-copy gains last year, and may be doing so at the expense of the two leaders. In the last half of the year, single-copy sales for Globe Communications Corp.'s Bridal Guide jumped 30.7 percent, to 197,554. Elegant Bride, which was not audited until recently, claims its single-copy sales for that period rose 19 percent, to 120,483.

Publishers are finding that brides are a fickle lot. Readers generally turn to these magazines for the ads. Cover price, the freshest cover date and what's inside the polybag may attract their attention as well.

The market's curiosities have made for an interesting battle at the newsstand. After Modern Bride and Bride's raised their $4 and $4.95 cover prices to $5 in 1989, they lowered them to $4.95 in 1990. Modern Bride tested a $4.50 cover price on one issue this year, but has not yet made a permanent change.

Elegant Bride changed its name from Southern Bride in October 1990, thereby making it more desirable to some retailers who had refused to carry the title because of its regional name. It also raised its $4.50 cover price to $4.95 this year.

Bridal Guide, priced at $4.50 last year, credits its circulation success in part to parent Globe Communication's clout with mass market outlets, supermarkets and drug chains. Its on-sale date, one month ahead of the other bimonthlies in the field, also gives it an edge. It appears on newsstands in the middle of all other national books' cycles. While most titles come out with a December/January cover date, Bridal Guide shows up January/February, looking like a fresh face to purchasers.

And browsers have even more titles to choose from now. Even fringe players, like the regional titles, seem to have picked up momentum. In addition, some recent entrants have plans to capture national readers. A biannual, For the Bride by Demetrios, launched in February, will go quarterly next year; a how-to book, Bridal Crafts, was launched in March; and a biannual, Wedding Dresses & Bridal Party, was unveiled in April.

Polybegging fat supplements

Meanwhile, this year, three of the four leading titles are engaged in a polybagging war as well, offering readers separate supplements with their regular issues at no additional cost. By polybagging a 72-page all-advertising guide featuring the season's best-selling wedding gowns, bridesmaid and mother dresses with its December/January 1990/1991 issue, Modern Bride sold 8 percent more copies than it expected, for a total single-copy sale of 250,000, according to Friedberg. That's 50,000 more copies than its October/November issue, which was offered alone. its April/May issue included a 64-page engagement journal; and another best of the season fashion guide accompanied the June/July issue.

Elegant Bride did a 64-page wedding planner in February/March, a 32-page floral supplement in April/ May, and a 33-page groom's guide accompanies the June/July issue. All contain little advertising. Although newsstand figures for the supplements aren't in yet, some bridal stores have bought bulk copies of the 32-page floral supplement to give away to their customers.

In an attempt to tap the bridal aftermarket, Bridal Guide's March/ April issue was polybagged with the first issue of Married Life, which aims to fill the gap between bridal and women's service titles.

These titles hope this added value will pump up newsstand sales. But even Modern Bride's Friedberg admits he's not married to these costly practices. "These are expensive tests," he winces. Bride's publisher Elliot Marion says he couldn't realize enough ads in these supplements to make them profitable.

Here come the subs

Bridal magazines are traditionally newsstand driven, so publishers have never put much time or effort behind subscriptions. But recently, Modern Bride, which has been selling about 20,000 fewer subs than Bride's, has added more blow-in cards in newsstand copies and is promoting subscriptions for the first time at the 200 bridal events it coordinates with department stores each year.

Bride's hasn't been pushing subs more than usual, but has seen subs for its first two issues this year jump at least 35 percent. Marion simply thinks women

would rather pay $18 a year than $4.95 per issue at the newsstand.

Ad worries?

The bridal magazines are often considered recession proof. And on the advertising side, that may still be the case. The February/March issues of Bride's and Modern Bride sold more advertising pages than any other magazine, and all four national bridal titles claim to be up in ad pages for the first half of the year. But even Marion at Bride's worries about how many titles the market can support. "Already, the retailers are feeling the crunch more than we are. And they can only buy so many listings," he points out.