Agency: Fallon London
By JONAH BLOOM, campaignlive.co.uk, Monday, 10 January 2000 12:00AM
Less beautiful and blushing than big and butch, the latest
record-breaking issue of US Brides is too heavy to be carried over the
Conde Nast’s New York sales team sold 1,080 pages of advertising in the
February/March issue, creating a monster 1,270-page issue.
Weighing in at 4.8 pounds, the magazine has found a place in the
Guinness Book of Records as the biggest consumer magazine ever,
replacing a previous issue of the same title.
A colour page in Brides can cost anything from pounds 10,000 to pounds
30,000, so that even conservative estimates suggest the revenue from
this single bumper issue will be around the pounds 25 million mark.
Publisher Nina Lawrence did not give away too much commercial
information but she joked: ’Brides is so heavy we are sending it out
with a bottle of extra strength Excedrin and a muscle relaxant.’ She
added: ’Brides will reach new heights in the new millennium.’
Those could be considerable heights, given that Brides’ PR people have
calculated the total height of all the current copies stacked on top of
each other would equal that of 96 Empire State buildings.
Advertisers in the record-breaking issue include Australian Travel,
Camel, DeBeers, Dial, Dove, Living.com and USAir.
At its last ABC, Brides recorded a circulation figure of 440,511.
This article was first published on campaignlive.co.uk