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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