I picked up the most recent edition of Brides Magazine at our local CVS this week. Clearly, I have issues. I’m calling it research.
I was really surprised to find that of the 394 pages, a whopping 280 pages are advertisements. And although I knew that Brides magazine was ad heavy, that’s actually 71% of the magazine being straight ads. That is huge. The large majority were fashion related, specifically wedding dresses and bridesmaids dresses (this was the “Dress Issue”). Jewelry and travel ads were next and then there was the occasional invitation and cosmetic ads.
So what does this tell me? For one, the magazine recognizes that fashion related ads resonate the most with brides. And that all other advertisements are perhaps less interesting to the consumer. There is the assumption that brides purchase magazines most frequently during the beginning of their engagement so they are targeting the ads to the first decision that every bride wants to make. The dress.
It also tells me that this particular publication doesn’t feel like their sales will falter if they jam pack the magazine with these ads. So, the question that I am asking myself is, do the print magazines NEED this many ads to turn a profit? Is their overhead that high? Does this quantity and distribution of ads resonate with brides?
And more importantly for us, can wedding blogs learn anything from this?