Dotdash, the former About.com, has acquired Brides from Condé Nast, one of three brands the magazine publisher put up for sale this year. Terms of the Brides deal, which closed today, were not disclosed.
“We’re excited to build on the historical excellence and incredible reputation of the Brides brand,” stated Neil Vogel, CEO of Dotdash. “Adding Brides to our portfolio of brands gives us a powerful platform to take on the wedding space and extends our ability to reach young women at key moments in their lives.”
Brides, the 85-year-old wedding and bridal brand, will no longer publish a print magazine after the August/September issue in the U.S. and the September/October issue in the U.K.
The future focus will be “building the most comprehensive, inspiring, inclusive and trusted wedding content — for all types of weddings — online and across platforms,” according to Dotdash statement.
Print circulation is around 300,000.
“We’re not buying this for print,” Vogel told The New York Times. “We’re buying this for the editorial team and for digital.”
On Monday, Condé Nast sold Golf Digest to Discovery. Inc. W magazine remains for sale.
Lisa Gooder, currently executive director of Brides at Condé Nast, will continue to oversee the title’s strategy and content at Dotdash, as general manager.
Gooder has been with Brides since 2011. She said Brides had been acquired by a strong digital content leader that will “continue to grow the brand's unique voice and loyal audience,” she stated.
IAC Publishing split up its flagship brand About.com in 2016 to build out topic-specific verticals from popular sections. The new parent company is Dotdash.
It now publishes sites dedicated to women’s lifestyle, health and wellness, personal finance, home decor and beauty, with sites Verywell, The Balance, Lifewire, Investopedia, The Spruce and ThoughtCo, Byrdie and MyDomaine.