Conde Nast is cutting Brides magazine back to six issues a year, abandoning a monthly schedule adopted in January 2010 after Conde shut down siblings Modern Bride and Elegant Bride.
Publishing more frequently, which ostensibly allows a title to capture more ad pages and generate more newsstand revenue, had not been paying off. Many bridal advertisers have shifted significant portions of their budgets into digital media. Brides' ad pages from its January through August issues this year fell 11.4% from the equivalent issues last year, while monthlies' ad pages as a whole declined 5.5%, according to the Media Industry Newsletter.
Single-copy sales in the first half of the year, meanwhile, declined 26.9%, according to the title's reports with the Audit Bureau of Circulations.
The magazine said it will also introduce enhancements to Brides.com starting next month.
The changes come as Conde Nast, which also publishes magazines including Vogue and The New Yorker, tries to navigate a sluggish year for all publishers. Most recently it shook up its crucial corporate sales division, parting ways with 12 executives. It has also asked publishers to cut their budgets.
Some Conde Nast staffers expect further personnel changes soon.
Brides' return to a bimonthly frequency, which takes effect in 2013, was first reported by Women's Wear Daily.