Major bridal publications are transferring a bigger portion of content and resources to the Internet after years of reported denial. After years of trying to vilify the Internet, print publications are finding it necessary to succumb to the pressure and adjust their businesses accordingly.
Instead of embracing the technology sooner, most remained too dependent on print and trying to prove it will endure through the current changes. Discussions with surviving publications, post the recent shutdown of Modern Bride and Elegant Weddings by Conde’ Nast says they are holding their position in the market. But the fact they are not growing commensurately with the failures signals the current success will become unsustainable at some point.
Veteran publishers quietly express their concerns, as positions for them disappear in the print medium business. Most are not able to adjust or adapt to the shift to digital, feeling the efforts would be extreme and still would not guarantee they would be successful in reinventing themselves.
Candid discussions with all media sources reveal major changes and probable fallout will continue in print advertising, as the growing impact of the Internet and digital processing of information exchange over all mediums gains speed and superiority.
To date, no print publication has successfully found adequate profitability online, although more are starting to charge for content on their web sites than ever before.
eWedNews
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2010
Posted on 01/26/2010
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