In response to Condé Nast’s closings of two bridal titles, rival TheKnot.com has announced it will double the frequency of its print magazine, to quarterly, beginning in 2010.
However, min reports, the issues will be “crowd-sourced” billed as “by brides, for brides,” so it’s unclear how much new content the company will need to pay for.
The release, after the jump.
The Knot Inc. Doubles Frequency of National Wedding Magazine with New Innovative Strategy
#1 wedding website’s magazine puts brides in the driver’s seat
NEW YORK–(BUSINESS WIRE)–Oct. 15, 2009– The Knot Inc. (NASDAQ: KNOT), a leading lifestage media company and home to the #1 wedding resource, TheKnot.com, announces today that it will now publish the brand’s semiannual national weddings magazine four times a year beginning in 2010.
Originally launched in 2000, The Knot weddings magazine reinvented the formula for bridal magazines, giving it a modern, Internet-age makeover with alphabetized, bride-friendly directories of dresses, tuxedos, jewelry, and honeymoons.
With this launch, The Knot continues to push the print envelope by harnessing its ultimate asset: the #1 bridal community. For the first time ever, The Knot will put real brides in the driver’s seat to create two new “crowd-sourced” issues. These “by brides, for brides” guides will feature the topics, products, and advice they care about most — in an innovative format.
As always, the new issues will highlight high-demand content — from bridal fashion and beauty to reception, registry, and, of course, travel ideas — that is best suited to the luxurious format of a print magazine, but with a ground-breaking, new twist: the real brides’ point of view. The new format will also introduce custom-integrated advertising that will help partners connect richly with the bridal consumer — twice as often.
“The Knot has built a reputation on innovation, transforming bridal media and its relationship with consumers and advertisers,” said David Liu, cofounder and CEO of The Knot Inc. “Nine years ago, The Knot completely revolutionized the wedding magazine when the company pioneered the directory-based format within The Knot wedding gowns magazine. With the announcement of these two new issues, The Knot introduces an innovation unseen in the publishing industry with a powerful and practical new way for brides to shop for a stunning ring, find their dream dress and ideal look, book the ultimate honeymoon, and set up their new home.”