A new study shows that brides are using Bridal publications off the shelf in increasing numbers to assist in making their wedding plans. For years print has been under fire and extreme pressure because of the rise of internet use. But new information shows a shift back to print, leaving some to doubt there was ever a departure.
The shift has been noted by print media sources including Jacqueline Johnson of Marry Caribbean. Johnson, an ex-employee of Conde’ Nast and Bridal Guide, has been forewarning of the shift to digital for years. “I was talking about the importance of the Internet long before it became widespread. I told the people at Conde’ Nast, Bridal Guide and other people in charge of such issuews how they should pay strict attention to the Internet,” she told eWedNews in recent interviews. Johnson recently revamped her entire program and runs completely digitally, effectively creating environments where couple honeymoon in the Caribbean.
Other avid supporters of Digital media include Sheryl Davies of The Wedding Guide in Windsor, Ontario. Davies commented on an eWedNews story covering new technology and its growing impact on society and how it affects bridal planning. Davies responded to the article saying, “ Brides today are 100% internet babies and receive all their information via the web. Socially integrated websites utilizing Facebook, Twitter, Linkedin and others are allowing brides the interaction they want with both advertising and other brides-to-be. It's the biggest turn of events in bridal history. Reaching that elusive market, who doesn't watch TV like their parents did, doesn't listen to the radio, (mp3 players have no ads) but are voraciously gobbling bridal magazines and anything else wedding related. They don't read newspapers, as they are leading busy lives. But, when they sit down to surf for wedding ideas, wedding professionals have to be readily visible to them.
Anyone who is still using a static website will be dead in the water soon." Dying dinosaurs"! Well said, Paul,” crediting an ongoing eWedNews investigation into the declining effects of e-mail blasts and the growing importance of social networking over informational web sites. According to Davies, “Today's engaged women want more! They are savvy and sophisticated net users and they want to share links and photos with their attendants and friends on social networks in real time. Quick response is what today's marketing is all about. But, gauging how often a bride wants information and when to deliver it to her, is paramount to success. And for that success you have to be able to separate yourself from your competition by presenting logical, targeted news, information and offers to her. Out -of-the-box thinking is what turns these ladies into sales.”
Davies’ statement prompted Shane McMurray of WE Tv Networks Wedding Report to respond. McMurray is actively involved in numerous projects involving a growing list of major industry personalities in an effort to provide timely, accurate and affordable information to business owners. According to McMurray’s recent findings, printed bridal publications are said to be sought after by brides planning their weddings.
“I read what was said and I couldn’t resist,” Mc Murray told eWedNews. In response to Davies’ statement, McMurray unveiled the following information: “Sheryl, while brides are wired, particularly brides under 30, I don't agree that "ALL" their information comes from the web. There is still a lot of activity, ideas, and planning happening outside the web. I would say 80-90% use the Internet in some way for their wedding, but not 100%. There are still weddings that happen quickly with no planning at all. There are still weddings that happen where the bride doesn't do anything and a planner or their family do most of the work. Research I am working on right now shows that 60-70% of brides use print magazines to help plan their wedding. I was surprised at the number. This simply shows that while people are connected to the web (see PEW INTERNET & AMERICAN LIFE PROJECT), they still use other means to get information.”
Davies replied to McMurray’s statement saying, “This generation is 100 % internet savvy is what I should have written. I agree that there are copious amounts of magazines, books and planning guides purchased and perused during the engagement period.”
Another longtime, respected Bridal publisher, Jim Duhe, told eWedNews,” Today the key is balance; a business owner should not be too heavily leveraged in any one method of advertising but instead should find what his market warrants. “ Duhe told eWedNews he was not surprised by McMurray’s finding sayings,” I’ve been talking about the importance and relevance of print from the start. Has it shifted? Of course; but what doesn’t change in life? It’s how we adapt to those changes—that’s what creates success,” says Duhe. Duhe did say he was pleasantly surprised at how high the percentage of brides referring to print was.
Longtime wedding business Publisher and esteemed veteran, Jim Duhe, has been citing the importance of balanced advertising for years.
eWedNews
All Rights Reserved
2010
Posted on 05/20/2010
Comments
Comments are the view of the comment poster, not the view of eWedNews. Please keep all comments relevant to the subject and respectful.
