Brides breaks advertising records

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 threshold.

Less beautiful and blushing than big and butch, the latest

record-breaking issue of US Brides is too heavy to be carried over the

threshold.



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

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