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But Irene Gazis, OMD client communications director for Coty Inc., said some advertisers might believe otherwise. "Here's the positive: a woman reads those books from cover to cover, including the ads. But some argue when she's reading those books she's thinking about her dress, the flowers and the china. She's not thinking about buying a fragrance for herself." Nevertheless, Gazis said Coty is considering advertising more of its fragrance lines with the bridal group. Another challenge for bridal magazines: brides to be, usually planning their wedding in a year's time, are difficult consumers to connect with long term. "They may see this woman coming and going out of this category. You're not building a relationship with her," said Gazis.
Through the June/July issue, Modern Bride, year-to-date ad pages totaled 1,087, down 4 percent from the year prior. Brides ran 1,821 pages through the July/August issue, flat compared with last year. New advertisers to the fold include Discover card, Dior Beauty, Clinique and Linens-N-Things. — Stephanie D. Smith
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