Conde Nast folds two magazines Elegant Bride and Modern Bride
Condé Nast is shutting down two wedding magazines, Elegant Bride and Modern Bride. In addition, it is discontinuing two other magazines; Gourmet and Çookie.
“In this economic climate it is important to narrow our focus to titles with the greatest prospects for long-term growth,” wrote Condé Nast, CEO, Chuck Townsend.
Roughly 180 people were affected by the news of the four titles closing, according to Condé Nast spokeswoman Maurie Perl.
According to Townsend, Condé Nast will continue to use the Gourmet brand in book publishing and television programming, and Gourmet recipes will still appear on Epicurious.com. The publisher’s other epicurean title, Bon Appétit, will remain intact.
Condé Nast is also increasing the frequency of its Brides magazine to monthly to fill some of the void left by the closing of Modern Bride and Elegant Bride.
Ironically, the closure of Elegant Bride and Modern Bride magazines comes concurrent with the October launch of Get Married Magazine, published by Get Married Media.
Andy Ebon
The Wedding Marketing Authority
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I suppose this news shouldn’t come as a total surprise given that Condé Nast had already rolled the ModernBride.com and ElegantBride.com websites into a single Brides.com operation.
I am left wondering why it ever made sense at all for one publisher to own three titles in the same vertical – especially since there appeared to be such little brand/editorial differentiation.
Jeff
Jeff,
I have a theory that ‘times of prosperity’ allow for all kinds of excesses and inefficiency.
In this case, when the economy contracted in a big way, the bloated nature of the Conde Nastwedding publication model became apparent.
In a different market, look at the contraction that Starbucks made, within the last year. They shut down almost 1000 stores (I think that number is pretty close). They had been opening a new store at incredible speed. They were popping up like mushrooms. Suddenly, a huge cutback.
There are many examples like these to choose from. Better to reframe the business model or cut out unprofitable areas than have to fold up completely, for lack of doing so.
Andy