Weddings are a $55 billion industry in the United States; in 2014 the average wedding—average!—cost about $31,000. Doing their share to boost that sum are wedding magazines: Unlike much of the suffering publishing world, they have a captive, eager, and free-spending readership.
Dozens of wedding magazines succeed, month after month, in spite of their names, which are almost as indistinguishable as their cover photography: Brides. Your Wedding. Southern Weddings. Southern Bride. Martha Stewart Wedding. InStyle Weddings. Weddings with Style. Modern Wedding. Perfect Wedding.
The contents are almost identical as well: gowns, makeup, hairstyles, “destinations,” planning, invitations, food. Oh, and horoscopes. Superstition sells.
This week, a new contender joins the crowd, one that promises to “elevate love and personality over spending and aesthetics” and to explore “the intersections of creativity, community, and feminism in the wedding world.” Its publishers call themselves, naturally, “disruptors”; they envision their target market as “game-changing couples.”
What a refreshing idea! If only the name of the magazine rose to the occasion.