They walked down the aisle together last year. So, Tuesday’s announcement that online bridal registry WeddingNetwork.com and Modern Bride magazine had decided to merge online content and advertising was like hearing that the married couple decided to move into together.
Still, the reaffirmation of their vows does form a significant e-commerce union between the two.
“Through the national reach of Modern Bride, the 16 regional publications of Modern Bride Connection, the content of ModernBride.com and the awesome technology solutions that WeddingNetwork.com has developed to provide e-commerce, we can offer unprecedented opportunities for retailers and merchants seeking access to the wedding market,” said Modern Bride publisher, Doug Fierro.
Under the enhanced partnership, WeddingNetwork will assume responsibility for creating and co-branding online content for both companies’ Web sites and oversee advertising sales for both sites as well.
Going to the Chapel
The marriage between the two creates a giant in the wedding industry. Modern Bride has a circulation of 400,000 and The Wedding Network’s online registry is chock full of 60,000 gift items for the newlyweds. That’s 10 times as many items as the next online wedding site, Denver, Colorado-based Wedding Network says.
Modern Bride says it has unprecedented expertise in offering millions of American fiances advice on everything from china patterns to floral arrangements, honeymoons to silver spoons.
The magazine is published by PRIMEDIA, a $1.5 billion New-York based magazine publisher with over 200 titles to its name. To name a few, PRIMEDIA publishes American Baby, Soap Opera Digest, Tiger Beat, Popular Hot Rodding, Surfing, and, of course, Modern Bride.
Commonwealth Associates LP is the lead investor in WeddingNetwork.com. It poured $12 million in April into the site.