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How To Pitch: The Knot
Marry your ideas with this bridal book's wedding-minded readers- September 14, 2012
Circulation: The Knot's print magazine has a distribution of 330,000, and its regional publications have a total distribution of 1.2 million.
Frequency: The national edition of The Knot publishes four times a year; the regional issues are distributed semi-annually, though not at the same time.
Background: Just like every bride wants her wedding to stand out from the 2.4 million others filling up reception halls and church sanctuaries in any given year, The Knot differentiates itself from competitors in the bridal market using one tried-and-true technique: the fine art of conversation. It's the foundation for its three-tiered brand, which spans the flagship publication, the heavily trafficked website and The Knot's regional mags, a series of planning guides catering to 18 cities. "We have a really strong community. We're the No. 1 wedding site on the Internet, and that's because of our community. Their voice is really infused in our content across the platform," said Rebecca Dolgin, editor-in-chief for The Knot's parent company, XO Group.
Having such a powerful following behind the brand means The Knot is committed to showing planners, recruited bridal party members and affianced folks what's relevant in the world of weddings. "Even if it's a $15,000 gown, it's the one you would pay $15,000 for because it's just so amazing. I think we're always using that filter of being a bride or what the bride is going to think," Dolgin added. "We just get straight to the point and take a real-life approach to weddings." ...