Brides Ending in Print, but New Owner Sees Big Opportunity in Digital

Eighty-five-year-old Brides is not continuing as a print magazine under its new owner Dotdash, but the company is planning to invest more in the title’s online growth and expansion. Neil Vogel, Dotdash’s chief executive officer, said Brides fits easily into the company’s model of service or evergreen content focused on more pragmatic interests of Millennial women, like health, finance and functional home and lifestyle content, all served by Dotdash outlets like Verywell, The Balance, My Domain and others. Dotdash, a subsidiary of Barry Diller’s IAC, operated as About.com until a 2017 rebranding that came after years of trying to make the single site work. At Dotdash, there’s been a return to profitability of $3 million in the first quarter on $34 million in revenue, and the company is expected this year to pull in between $35 million and $45 million in adjusted earnings before interest, taxes, depreciation and amortization, or EBITDA, according to financial projections by IAC. With the financial turnaround has come acquisitions — before Brides, Dotdash scooped up two sites from Clique Brands for an undisclosed price. The price for Brides was not disclosed, but it is thought to be less than $10 million. Representatives of Dotdash and Condé

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