Following the relaunch of the Vogue site (Media Business, last
week), Conde Nast is continuing its online expansion with
Ad space on the site was sold out ’literally within 20 minutes’ of the
announcement that the magazine was going online, according to Conde Nast
Online’s ad manager Helen Bishoprick.
’You budget for a certain amount of page impressions and allot space
accordingly, but for the launch we sold out quickly. With a top brand
name, there is an expectation of quality,’ she said.
Bishoprick’s team and the magazine’s ad sales staff are both selling
space. Advertisers include jewellers, bridal and occasion-wear designers
and wedding list companies.
The site goes live on 29 February, the leap year date when women can
traditionally propose to men. The site includes ’to do’ lists, a dress
search, a budget planner and a ’bride’s forum’ where brides-to-be can
swap tips and experiences. Feature articles will be updated twice a
Users can also e-mail the editor, Sandra Boler, with their queries.
BridesUK.net is up against sites such as Confetti.co.uk, but project
manager Eleanor Watkin said: ’We have an advantage in that Brides is
already the biggest-selling bridal magazine in the world. Content like
our A-Z of dress designers, wedding guide and new and archive material
from the magazine should make us hard to beat.’
Conde Nast believes the market for users and advertisers is large enough
to cope with another addition. Bishoprick said: ’We are expecting a very
loyal following because the site will provide a genuine service. Once
people visit, they’ll certainly want to visit again.’
Conde Nast is stepping up its net activity amid concerns that other
publishers may overtake it. The revamped Vogue site was launched last
week to coincide with London Fashion Week.