SLIDING NEWSSTAND SALE OF BRIDAL MAGAZINES AND WHAT IT MEANS

This should be a 'must read' for all Caribbean Marketers!!

More Discussions behind Sliding Newsstand Sale of Bridal Magazines
br> Paul Pannone, INVESTIGATIVE REPORTER EWEDNEWS

Ongoing discussions behind lower newsstand sales continue this week, as eWedNews examines the lower effectiveness of advertising in printed publications at a time when a higher number of brides are using them to help plan their wedding.

While the statement appears to be contradictory in nature, recent studies show a higher than expected percentage of brides planning weddings use bridal magazines to guide them. Experts say newsstand sales are the best gauge in effectiveness, due to limited engagement period - approximately 12-18 months. A majority of engaged women reading bridal magazines prefer to buy their bridal magazines at newsstand rather than to subscribe, hence the value and importance of newsstand sales.

Discussions with magazine experts say subscription sales or “distribution” can come from a variety of sources such as publishers clearing house, trade shows, sweepstakes promotion, premium gifts incentives, bridal shows, etc., and do not provide a true read for effectiveness. Some claim the added distribution is to bolster circulation numbers as a way to dupe advertisers into paying more for advertising. Arguments against such actions say that by the time the bridal magazine subscription reaches her, she may be months into wedding planning.

Also, subscription sales, while good for some magazines is usually acquired at a financial loss. Postage, lower cost acquisition impact the bottom line negatively, as the renewal rate for bridal magazine subscriptions is almost nil; once the woman gets married, her life has changed and no longer has a need for bridal publications. According to experts, advertisers are then paying for publications that no longer appeals to their primary marketing target; Engaged Women.

Audit Bureau Circulation (ABC) is the best barometer of a bridal magazine circulation. MRA (Media mark Research) focuses on the upscale market. LNA focuses on ad lineage (how many advertising pages in each magazine) usually an aggregate number, as sometimes publishers build into the ad lineage questionable inserts.

Discussion among Wedding Industry Survey Network Advisory Board members said bridal publications that are “sold and bought” are more prone to be read and used, rather than those given away as promotional materials. Discussions conclude bridal publications still hold a place for appropriate wedding categories that require initial purchases soon after the engagement, including bridal gowns and bridesmaid dresses. No one agreed that a year after the engagement either the bride or the groom would purchase a bridal magazine to seek out the latest men's formal wear fashion. This usually takes place 6-8 weeks before the wedding.

The discussion behind printed bridal publications continues. Please register and post your comments or send them to Paul@eWedNews.com or call 631-756-7981 to tell us what you think.

"For the marketers of destination weddings, honeymoons or those who plan to engage couples planning to marry in the Caribbean, it is imperative to understand the nuances and changes in the buying of bridal media".Jacqueline Johnson, CTC