Closing of Modern Bride and Elegant Bride

By on October 8, 2009 in Blog, Wedding Industry News

By Ciara Daykin

modern-bride1The wedding world was hit with some sad news this morning when it was announced by Conde Nast that they would close two of their bridal publications, Modern Bride and Elegant Bride. As more brides take to the internet for wedding ideas advertisement sales have been on the decline in print media.

I too have found that print media advertising doesn’t have as big of an impact as it once did. With the internet being the go to source most wedding professionals are devoting their advertising budget to Google pay per click. I think it is sad though that the collaborative ideas that come out of magazines such as Modern Bride and Elegant Bride end up suffering because of a lack of advertising sales. Print publications will most likely go to a model of sponsored editorial as being mentioned in editorial holds more clout with the bride. However, if that model does become more predominant the question of editorial integrity then arises, could wedding professionals receive editorial coverage simply because their bank account allows it and not because they deserve it?

I’d also like to offer my condolences to the editor of these two publications, Antonia van der Meer, whom I had dinner with at the Engage ‘09 conference. Antonia is a very intelligent and creative woman and I have no doubt that whatever she moves on to next will be a great success. Modern Bride also chose the Top 25 Trendsetters in the wedding industry and actually recognized individuals for their contribution to this ever growing industry. I’m sad that this will no longer be the case and hope that another reputable source takes on the task of acknowledging those in our industry who are truly making a splash.

RIP Modern Bride and Elegant Bride.

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  • Andrea Moore

    Yes this is sad news. I am of the generation that grew up with these magazines. So many have gone by the wayside. Not unlike the newspapers that have also gone to the internet. The times they are a changin.

  • http://www.afantasytoremember.com Paula Houston

    I cant beleave what I just read this comes as such a shock to me because I was reacently married myself and did purchas alot of these magazines. But I do totaly understand this to be true because I myself also went to the internet for alot of infomation and still do even for the weddings that I am planning. I tend to use the internet resurce for information for destination weddings to find other vendors.

  • http://www.stylishaffairs.vpweb.com Mickey

    I had heard of something on weddingwire.com a couple of days ago,but I didnt think that it was going to happen. I feel sad for all the dedicated readers,as well as the employee’s who will be out of work! I wish them all well,and just maybe something bigger and better is on the horizon for Conde Nast.

  • http://www.celebrationsbyvivian.com Vivian McEady-Lindsey

    I couldn’t beleve my eyes when you said that Modern Bride and Elegant Bride were going defunct. When I got married 23 long years ago, Modern Bride was my Bible. I am really sad to see them go. I couldn’t afford to advertise there, but I really wanted to. I did, however, as a wedding planner, have a subscription to Modern Bride. I often showed it to my Brides who had no idea what kind of bridal gown they wanted. What am I going to do now?!

  • http://www.JSGEvents.com Jaime Samar-Gramatikos

    I read this earlier in the week and was shocked and dismayed. I have read both of these publications since college. The joy of opening my mailbox and seeing the latest issue has always thrilled me. I love the ability to hold something in my hang and just dissect the information and pictures at my leisure. I spend more than 10 hours a day looking at a computer screen, and really enjoyed the rest my eyes received when I read through my publications.

  • http://anaireofflair.com Conni Hofeldt-Rowe

    Thank you, Ciara, for breaking the unfortunate news to your readers. Antonia has done amazing things with her magazines. She will, undoubtably find another outlet for her creative talents. It truly is a sign of the times, as with on-line invitations and RSVP services, as well as even RSVP’s being unfortunately thought of as optional… that the social graces are being lost. Many young people don’t take the time to write suitable thank you notes for gifts. It seems that the more technology we possess, the less time we take to enjoy what really matters.. family, friends and health. Taking the time to sit down, to relax and to read a fine magazine or book has become a luxury, rather than the norm.
    Many of my brides used to enjoy cutting out photos and helpful articles to put in their wedding planning folders. More recently, it is computer print-off’s. They serve the purpose, but that joy of getting the latest ideas and enjoying the sleek gloss of the photographer’s work, is lost. Yes, Rest In Peace to Modern Bride and Elegant Bride. For my part, as a loyal subscriber, they will be missed. Oh, by the way, I will happily keep in my library, my past issues, along with all of my copies of Martha Stewart Weddings,for my brides to enjoy when they are looking for a special idea to coordinate with their unique look and style.

  • Tobey Dodge

    Dear Ciara,

    I believe this is happening because the wedding magazine market has become more regionalized over the last 5 years. Almost every county in the greataer lA area has it’s own wedding magazine profile. Most big magazines have been losing advertisers and costs keep going up. Many brides just don’t want to lug around these big national magazines. I haven’t received a Modern Bride, Elegant Bride, Bride’s magazine in the mail for a few years now. They use to come to me complimentary, but no longer. Brides are relying on the manufacturers websites and surfing the internet for potential dress shops and services. The locations are selling space in their brochures again, and the wedding services are picking up the tab. Sort of a pay to play mentality is rising.

    Everyone wants things personalized today. That includes magazines.

    Let me know if you think these observations are valid from your experience.

    Thanks,

    Tobey

  • Ebony Coston

    I went to the store this week to pick up a copy of Modern Bride and Elegant Bride, which will probably be one of the last copies in total disbelief!
    I know we are in a tech world and the internet is a great tool! But there is nothing like getting together with your bridesmaids on the floor of a room and tearing through issues of Modern Bride and Elegant Bride to plan the wedding of your dreams!I can’t tell you how many pictures I have cut out over the years for “the dress” and “the tips or must haves” for a wedding. Modern Bride has always been the sugar,spice and everything nice that provided what all us girls dream of! I remember falling in love with the magazine ad of the Poconos (the room with the champagne glass as a tub!) That ad is a classic and I still have it in my wish book of places to go. Rest in peace Modern Bride and Elegant Bride, you will be missed! :(

  • http://www.ehow.com/how_5663259_select-buy-wedding-dress-successfully.html Johnny A. Dress

    My boyfriend just asked me to marry him and we’re hoping to get married. I am hoping for a later summertime wedding but we have not done much planning. somebody had ideas for when is the perfect time to purchase the dress?

  • Rockstar Wedding Planner

    Congratulations!! You’ll want 6-8 months in advance for the dress purchase for sure. It’s nice to start looking and trying different shapes right away, but it’s always great to wait until the new season dresses come out as well. Good luck!

  • Andrea Moore

    Yes this is sad news. I am of the generation that grew up with these magazines. So many have gone by the wayside. Not unlike the newspapers that have also gone to the internet. The times they are a changin.