HERE COMES THE BRIDAL MAGAZINE: American Media Inc. is about to enter the bridal category with a new magazine that will focus on the bride, not the occasion. The title, Shapebride, will be an extension of Shape. “Other bridal books focus on the wedding-occasion rather than on the bride herself and her personal process,” said vice president and publisher Sabine Feldmann. “She may look to other titles to find her dream dress, but she’ll look to Shapebride to look like a dream in the dress.”
Feldmann just received the green light a few days ago to sell advertising. “Our sales team is gearing up for back-to-back meetings with both existing and new advertising partners,” Feldmann noted, adding that she anticipates ads from endemic brands, from nutrition to beauty and fashion, to jewelry ads, as well as wedding registries and travel. Ad space will close on Dec. 17, and the issue will hit newsstands the weekend of Valentine’s Day. At this point, Feldmann said the magazine will launch during the spring 2010 bridal season, but she hopes to increase frequency in the future. A spokeswoman said 325,000 copies will be available on newsstands for 90 days.