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Conde Nast?s Brides eyes lucrative wedding market with first iPad digital edition

Conde Nast?s Brides magazine, one of the largest in its category, is targeting the bridal market on mobile with the debut of its iPad edition to coincide with the launch of the movie, Bridesmaids.

The application is available for free from the iTunes App Store or via, with a free preview and then access to the magazine?s June edition as an in-app buy for $5.99. Charter advertisers in the June iPad edition include Chase, Crate & Barrel, David's Bridal and Alfred Angelo.

?The digital edition includes everything you?ll find in our June print issue with an enormous amount of interactivity,? said Michelle Panzer, director of communications at Brides, New York.

A monthly, Brides has published monthly for 76 years. The iPad edition was created in-house.

Brides showers
Once in the app, readers can see fashion in 360-degree, along with audio advice from Brides editors on best ways to wear or use a certain product.

Also, readers can be behind the scenes at a bridal fashion show and can look at a plethora of honeymoon options. 

Among other features are the videos that show gowns transform from long to short with removable skirts and trains, as well as close-ups of gowns, products and accessories.

Those engaged can also see wedding gowns and party dresses in full view through stop-motion functionality and mood videos.

This digital edition comes nine months after Brides launched its Brides Wedding Genius, designed as a planning tool.

Once in that app, the consumer can view thousands of dresses and make appointments at a local salon. She can build inspiration boards, set up her budget and timeline and assign tasks to others.

?It?s like having a bridesmaid and a wedding planner all wrapped up in one,? Ms. Panzer said.

?What?s special about a digital edition of Brides is the enormous value of these features to our consumer,? she said.

The iPad digital edition's launch with the Bridesmaids movie is an example of joint promotions born out of shared interests and audiences.

The movie?s actresses ? Ellie Kemper, Wendi McClendon and Rose Byrne ? have a special video welcome for app readers, including a top 10 list of the things that a bridesmaid should not say to the bride on her wedding day.

An exclusive clip from the movie is also included in the iPad edition.

A couple more ideas make this iPad edition unique.

First is an exclusive video interview with two brides-to-be, Niecy Nash and Sherri Shepard. Both friends are getting married this summer and are in each other?s weddings.

Next is an Idea List of First-Dance Songs, offering a 30-second sample of each song. Readers can then click directly to the iTunes store to buy a single song or the entire playlist.

Each iPad edition of Brides will have a different first-songs list.

Recent studies show that U.S. brides-to-be are allocating $84 billion for their wedding and honeymoon and more than $391 billion to their new life ahead. 

Eighty-two percent of brides spend more time reading bridal magazines than socializing, watching television or surfing the Internet.

On average, brides-to-be spend more than 30 hours a week planning their wedding, totaling nearly 4,000 hours of wedding mania.

It is this market that Brides magazine has targeted with its print edition and now hopes to capture with the iPad. As the publisher and its advertisers are aware, the bride demands nothing but topnotch service from those reaching out to her. 

?She is insatiable,? Ms. Panzer said. ?It?s our desire to bring her the most curated content from the brand she trusts most in ways that will inspire her without overwhelming her. 

?This is exactly how the digital edition works,? she said. ?It provides the same rich content as the print magazine, but is able to show more angles, more details, more videos and more products of the very things she is most interested in.?