Condé Nast has a new owner for another one of its titles. This time, Brides sold to Dotdash, a digital media company based in the U.S. Terms of the agreement were not made public.
Under the new ownership, Brides’ August/September issue will be its last printed in the U.S. and its September/October issue will be the last printed in the U.K. Instead, Dotdash will invest in growing its coverage online and across platforms.
Most recently, Brides, which was founded 85 years ago, had a circulation of about 302,000, according to an average reported in December by the Alliance for Audited Media. When it was first reported that Condé would unload three of its brands, including Golf Digest (which sold earlier this week to Discovery) and W (still on the market), experts told Adweek that Brides, in particular, struggled to remain a relevant and thriving brand serving the wedding space with a slew of digital media companies filling that void, like The Knot.
Barry Diller’s DotDash, previously known as about.com, could breathe new life into the brand as the media company postures itself as a source for millennial women, with brands ranging from home improvement sites like The Spruce to sources of financial advice at The Balance and pregnancy advice at Verywell.
“It really helps us as an organization and, our story, to say we reach millennial women at the key moments of their lives,” Neil Vogel, CEO, Dotdash, told Adweek.
What sets Dotdash apart from competitors in this space is evergreen content targeted to help women with big moments in their lives, like getting a new credit card. Dotdash’s take on advertising is also unique. Vogel said that its position to offer a slightly smaller ad load, in favor of a better user experience, is also a differentiator in the crowded media landscape. Dotdash will never offer a pop-up, preroll or otherwise takeover ad that interrupts the reading experience, Vogel said.
“You can’t solve problems as a publisher by trying to monetize more. If we have areas that aren’t performing, the answer is not ‘put more ads on the bottom of the page,'” Vogel said. “The answer is how to serve a user better and do that.”
Current executive director of Brides at Condé Nast Lisa Gooder, who has worked for the brand since 2011, will continue to do so at Dotdash as its general manager. DotDash will also bring on about 10 staffers that currently work for the brand.
“We are thrilled that Brides has been acquired by a strong digital content leader who will help continue to grow the brand’s unique voice and loyal audience,” Gooder said in a statement. “I look forward to working with Neil and the Dotdash team.”