Women’s interest publisher Meredith Corp. continues to expand its portfolio of digital properties with this week’s acquisition of mywedding.com, a popular online wedding planning destination that helps users find wedding planners and venues, choose bridal designers and stylists, plan honeymoons, and so on. Terms of the acquisition weren’t disclosed.
In addition to its interactive directories, mywedding.com publishes a range of wedding-related lifestyle content, including mywedding The Magazine, a quarterly digital magazine.
The acquisition comes on top of Meredith’s long-term licensing deal with Martha Stewart Living Omnimedia, giving it responsibility for the business operations of various MSLO publications, including the Martha Stewart Weddings print magazine and Web site.
Meredith national media group president Tom Harty noted that these acquisitions give the publisher a chance to connect with millennial women as they prepare to start families, complementing other Meredith properties, including American Baby, Parents and Allrecipes: “With its access to younger consumers at such an important time in their lives, strong local sales model, and digital expertise, mywedding.com is a valuable addition to our portfolio. We believe we can further grow mywedding.com's consumer audience, while at the same time developing the next generation of consumers for Meredith brands and creating new sales and marketing opportunities for our clients.”
This is just the latest in a series of acquisitions, alliances and new product launches for Meredith, including a number of digital and print properties. After acquiring Allrecipes.com from Reader’s Digest in 2012, last November, Meredith launched a print magazine under the Allrecipes brand. The magazine launched with a rate base of 500,000, raised it to 650,000 in April of this year, and is raising its rate base again -- to 900,000, a 40% increase -- effective with its October-November 2014 issue.In addition to the recent MSLO licensing deal, in recent years the publisher also acquired magazine brands, including Eating Well, Family Fun, Every Day With Rachael Ray, Parenting and Baby Talk.