Battle of the Brides

'Brides' and 'The Knot' vie for first crowd-sourced ceremony

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Wedding drama is nothing new, as anyone who has ever tried to orchestrate their nuptials can probably attest. Now there's a bit of a brouhaha in the bridal media world, where two major outlets are vying to produce the first live wedding in the digital space.

The hoopla all started last month, when Condé Nast's Brides announced that, along with reducing its frequency, it would throw the "first ever crowdsourced, publicly live-streamed wedding on Facebook" in April 2013. Yesterday, wedding site The Knot put out the word that it would stream its own “first live wedding” on Feb. 14—just a few weeks before Brides' event.

It was all too much for Brides publisher Michelle Myers, who fumed in an email that The Knot's move was “pathetic." She continued: “But rest assured I have no doubt that our program … will be spectacular and spectacularly unique."

The Knot, for its part, denied accusastions of any copycat tactics. When contacted by Adweek, a spokesperson for The Knot said that while the company was aware of the Brides announcement, its own live-streamed wedding had "been in the works for a while," and added that that The Knot had been in the crowd sourced wedding business for over a decade. (It first partnered with the Today show on the "Today Throws a Wedding" program in June 2000, and launched a live-streaming show on its website three years ago.)

@adweekemma Emma Bazilian is Adweek's features editor.