Rebranding a Woman’s Magazine to Increase Advertising

The Problem
A bridal magazine faced a limited advertising base. Non-bridal advertisers did not see the value of what they considered a niche (short-term) audience.

The Approach
We developed a new B2B branding message to convince potential advertisers that bridal consumers are not solely focused on buying products for their wedding day. We determined that this new life stage meant an overall change in purchasing patterns. Custom WSL Strategic Retail research with consumers and retailers revealed the range of product categories and retail channels of interest to buyers, and specific opportunities to drive sales through distinctive and innovative retail programs.

The Result
The "Where Love Meets Money" strategy successfully repositioned the magazine to the advertising community, significantly increased advertising pages became the marketing platform for a variety of new retail programs.