A Publishing Plan for Love 'and' Money

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Something old, something new is the premise Deborah I. Fine has been working under since she has become publisher of Conde Nast Publication's Bride's nearly three years ago.

Growing ad pages was her mandate, so Ms. Fine, 38, had her staff continue to push for increased ad pages from its bread-and-butter accounts: the bridal fashion world, china and crystal, and honeymoon destinations.

Meanwhile, she put together a marketing plan tagged "Where Love Meets Money" to demonstrate to mainstream advertisers the importance of reaching engaged women as they prepare to make some of the most significant purchases of their lives.

Ms. Fine tells advertisers that before couples march down the aisle, they are faced with spending decisions that add up to a $32 billion industry. Advertisers responded and drove Bride's to twice break the Guiness Book of World Records for largest consumer magazine.

In two years, Ms. Fine and her team more than doubled the number of ad categories from 15 to 32, an impressive feat for a mature title in a competitive field.

Bride's was the first in its category to run automotive advertising.

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