Enthusiast Magazines’ Ad-Page Review: All Bridal Titles Are Local
Monday, February 13, 2012
The variation of the late House speaker Tip O’Neill’s All politics is [sic] local applies to the IMS/The Auditor-prepared chart because 14 out of the 20 listed bridal titles are regionals. However, that has changed in 2012 with Condé Nast merging the 16 Brides regionals into the national flagship, and the five listed were all ad-page down at year-end. (By contrast, three of the four from The Knot were ad-page up.)
The largest regional in size (485.50 ad pages) was Chicago Style Weddings, and we suspect that Chicago Style has extra meaning every Valentine’s Day, courtesy of the infamous gangland “massacre” on February 14, 1929.
Also charted is travel, and what is most interesting here is new advertisers Ontario and Quebec Tourism, which both bought space in Condé Nast Traveler and National Geographic Traveler. It could be that the rising value of the Canadian dollar encouraged both bureaus to invest in Americans going north even if more of their own citizens are going south.
| ENTHUSIAST CATEGORIES AD PAGE/ADVERTISER REVIEW (JANUARY-DECEMBER 2011 VS. 2010), FROM IMS/THE AUDITOR |
| BRIDAL MAGAZINE AD PAGES THROUGH DECEMBER 2011 vs. 2010 |
| MAGAZINE TITLES/ PUBLISHING COMPANY |
Ad Pgs. 2011 |
Ad Pgs. 2010 |
% Diff |
MAGAZINE TITLES/ PUBLISHING COMPANY |
Ad Pgs. 2011 |
Ad Pgs. 2010 |
% Diff |
| Bridal GuideRFP LLC |
1,535.95 |
1,509.93 |
1.72 |
Manhattan BrideManhattan Grp. |
182.87 |
185.32 |
-1.32 |
| Brides Condé Nast |
2,440.76 |
2,534.36 |
-3.69 |
Martha Stewart WeddingsMSLO |
893.46 |
787.58 |
13.44 |
| Brides CTCondé Nast |
309.66 |
335.78 |
-7.78 |
New Jersey BrideNJ Monthly |
348.03 |
328.19 |
6.05 |
| Brides MDCondé Nast |
338.67 |
361.87 |
-6.41 |
New York WeddingsNY mag. |
181.21 |
143.88 |
25.95 |
| Brides NJCondé Nast |
382.24 |
399.02 |
-4.21 |
The Knot MIThe Knot |
220.08 |
220.80 |
-0.33 |
| Brides S CACondé Nast |
314.06 |
351.52 |
-10.66 |
The Knot NJThe Knot |
275.91 |
244.23 |
12.97 |
| Brides WACondé Nast |
340.80 |
362.80 |
-6.06 |
The Knot NYThe Knot |
155.26 |
135.65 |
14.46 |
| Chicago Style WeddingsChambers |
485.50 |
483.33 |
0.45 |
The Knot S CAThe Knot |
296.25 |
286.14 |
3.53 |
| Contemporary BrideNortheast Pub |
320.37 |
355.58 |
-9.90 |
Weddings Houston |
378.21 |
398.43 |
-5.07 |
| CS BridesModern Luxury |
397.92 |
355.75 |
11.85 |
Total (20 Titles) |
9,790.90 |
9,700.54 |
0.93 |
| Inside WeddingsBelle Media |
178.75 |
141.00 |
26.77 |
Total (28 Titles) |
10,873.84 |
10,870.34 |
0.03 |
| Long Island Bride & GroomWed. LI |
193.15 |
177.81 |
8.63 |
|
|
|
|
| TOP 5 ADVERTISERS FOR BRIDAL MAGAZINES THROUGH DECEMBER 2011 vs. 2010 |
| TOP ADVERTISERS |
Ad Pgs. 2011 |
Ad Pgs. 2010 |
% Diff |
TOP ADVERTISERS |
Ad Pgs. 2011 |
Ad Pgs. 2010 |
% Diff |
| David’s Bridal |
312.91 |
279.16 |
12.09 |
Jasmine Bridal |
144.00 |
128.74 |
11.85 |
| Alfred Angelo |
274.83 |
244.29 |
12.50 |
Allure Bridals, Inc. |
138.00 |
131.00 |
5.34 |
| Impression Bridal |
178.00 |
145.67 |
22.19 |
Total |
1,047.74 |
928.86 |
12.80 |
| TOP 5 FIRST-TIME ADVERTISERS FOR BRIDAL MAGAZINES THROUGH DECEMBER 2011 |
| TOP ADVERTISERS |
Ad Pgs. 2011 |
TOP ADVERTISERS |
Ad Pgs. 2011 |
TOP ADVERTISERS |
Ad Pgs. 2011 |
| Weddings Of Distinction NJ |
33.00 |
Essie Cosmetic |
12.33 |
BJ’S Wholesale Club Inc |
10.33 |
| JP Morgan Chase & Company |
14.58 |
1 800 Registry |
11.06 |
|
|
| TRAVEL AD PAGES THROUGH DECEMBER 2011 vs. 2010 |
| MAGAZINE TITLES/ PUBLISHING COMPANY |
Ad Pgs. 2011 |
Ad Pgs. 2010 |
% Diff |
MAGAZINE TITLES/ PUBLISHING COMPANY |
Ad Pgs. 2011 |
Ad Pgs. 2010 |
% Diff |
| Budget Travel/Fletcher Asset MG. |
290.27 |
359.73 |
-19.31 |
Islands/Bonnier |
196.21 |
235.44 |
-16.66 |
| Caribbean Travel & Life/Bonnier |
220.15 |
220.86 |
-0.32 |
NG Traveler/Ntl Geo. Society |
363.03 |
399.05 |
-9.03 |
| CondeNast Traveler/Condé Nast |
888.03 |
948.76 |
-6.40 |
Travel + Leisure/Amex Publishing |
1,021.87 |
1010.25 |
1.15 |
| Destination Weddings/Bonnier |
250.53 |
274.56 |
-8.75 |
Total (7 Titles) |
3,230.09 |
3448.64 |
-6.34 |
| TOP 5 ADVERTISERS FOR TRAVEL MAGAZINES THROUGH DECEMBER 2011 vs. 2010 |
| TOP ADVERTISERS |
Ad Pgs. 2011 |
Ad Pgs. 2010 |
% Diff |
TOP ADVERTISERS |
Ad Pgs. 2011 |
Ad Pgs. 2010 |
% Diff |
| GM |
56.17 |
92.2 |
-39.08 |
Sandals |
70.00 |
54.00 |
29.63 |
| Hilton |
71.16 |
57.48 |
23.80 |
Starwood Htl. |
76.94 |
62.73 |
22.65 |
| Ontario Tourism |
53.33 |
—— |
—— |
Total |
327.60 |
266.41 |
22.97 |
| TOP 5 FIRST-TIME ADVERTISERS FOR TRAVEL MAGAZINES THROUGH DECEMBER 2011 |
| TOP ADVERTISERS |
Ad Pgs. 2011 |
TOP ADVERTISERS |
Ad Pgs. 2011 |
TOP ADVERTISERS |
Ad Pgs. 2011 |
| Abbott Laboratories |
12.00 |
Lan Airlines |
12.13 |
Quebec Tourism |
12.50 |
| British Virgin Islands Tourism |
13.58 |
Ontario Tourism |
53.33 |
|
|
| Source: IMS/The Auditor (Toronto, Ontario). For IMS methodology, go to http://www.minonline.com/ims_methodology.pdf IMS can be reached at: 800/263-0669. |
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