bridal - - wedding planning - wedding ideas
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INTEGRATED
BRIDALmarketing program
powerfulthe knot is the most
bridal branding. period.}{
OUR BRAND
The Knot is the single most influential bridal media company.We reach more brides, more often, more effectively than any other bridal media property.
• The #1 wedding websiteThe Knot attracts more engaged couples than any other planning resource, with the largest gown search, more articles, the most local resource listings, and the most active bridal community anywhere.
• The most visible and trusted wedding brandEditor in chief Carley Roney appears on more top-rated television shows than any other bridal expert. The Knot is the go-to source for accessible, on-trend wedding advice.
• Must-read magazinesOur innovative sourcebooks, The Knot Weddings Magazine and The Knot regional magazines, are wedding planning essentials for to-be-weds nationwide.
“The Knot is a priceless tool to all brides across the country. They are number ONE, and definitely a part of my daily routine!” From: JennyBride | Board: Planning and Advice
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OnlineThe #1 wedding website
National printInnovative must-read: The Knot Weddings Magazine
Local printRegional magazines in 17 markets nationwide
BroadbandThe largest library of streaming wedding video
On demandThe Knot TV on Comcast
Cable TVOriginal programming on Oxygen
Across the webThe top wedding content distributor
In bookstores8 titles in print, 100K+ copies sold
In newspapersA nationally syndicated column
THE WEDDING BRAND WITH THE BEST REACH
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
NATIONAL PRINT
LOCAL PRINT
INTERNET
BROADBAND
BOOKS
The Knot reaches
90%of the
bridal market
PRODUCTS
Source: Hitwise, 2006
OUR MARKET
The bridal market is a multibillion dollar sure thing. And The Knot gives you access to the most intensely engaged couples anywhere.
• Weddings are a $72 billion per year industryEvery year 2+ million new brides and grooms go on one of the biggest and longest shopping sprees of their lives.
• Perennial and recession-proofNo matter what season, no matter what happens in the world, no matter the economic outlook—couples will get married. The steady marriage rate creates a constantly replenishing bridal market.
• Spending doesn’t stop with the weddingCouples make important first-purchase decisions ranging from beauty to travel and home.
DID YOU KNOW...WEDDINGS ARE A YEAR-ROUND BUSINESS?
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
JAN 6%
FEB6%
MAR7%
APR7%
MAY9%
JUN10%JUL
10%
AUG11%
SEP10%
OCT9%
NOV8%
DEC7%
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U.S. Marriages by month
every year
2.3 millioncouples get married
“The Knot—don't wed without it! I used this site to plan every step of my wedding, from the budget (thankgoodness for the budgeter) to gown shopping and finding all of my vendors. Even after the wedding, I am still addicted to the boards.” From: Amy | Board: Advice from brides
Sources: National Center for Health Statistics (NCHS), 2005; The Knot Inc. Research, 2006Photography by: Keith Lathrop, Dana Gallagher, Alex Cao, Kirsten Strecker, Mark Loader
OUR BRIDE
The Knot bride: There’s never been one like her.Our #1 bridal audience is the largest, most active group of bridal consumers anywhere.
• Educated, affluent—and on a year-long spending spreeEngaged couples have money to spend, and a sense of urgency about spending it.
• Way beyond tech-savvy The engaged demographic is internet-dependent. Our brides practically live online, spending an average of 14 hours on The Knot the week they get engaged!
• Your most valuable customerEngaged couples are an experimental, motivated,brand-receptive consumer group.
“My FI was just laughing at me because I was already on the computer this morning before
my way to work...he calls it an addiction...” From: Chris & Justin | Board: Grand Rapids
She’s smart• Age: 27 • 76% graduated college or more
She’s professional• 81% are employed full or part-time
She’s affluent• Median HHI: $68,100
• Estimated Median HHI (post-wedding): $76,000
She lives on TheKnot.com• On average, 12 minutes per visit
She’ll be engaged for over a year• Average length of engagement is 14 months
Her wedding budget is over $27,000 on average• 71% of users control their own wedding budgets
And she’s one of over 3 million visitorsto The Knot this month
every day over
3,000 new members join The Knot
THE TYPICAL “KNOTTIE”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Sources: 2006 The Knot User Study, MRI Market Solutions; The Knot Inc., 2006; Hitwise, 2006Photography by: Paul Costello
OUR COMMUNITY
The Knot is home to the largestbridal audience anywhere.Over 3 million unique visitors monthly; and over 1 million new members each year.
• Connected to each other—and to The Knot Users come for the incredible planning tools, content,message boards, and galleries, and stay because they forge lasting relationships.
• A viral marketing powerhouseThe Knot brides are responsive to advertising and regularly recommend vendors, brands, products, and services to each other.
• The ultimate bridal audienceNo other wedding brand captures an audience as active,loyal, and enormous as ours.
“I am sooo happy to have found this board, even though every time my fiance catches me ‘knotting,’
he shouts ‘Knotties Unite!’ in his girliest voice. It cracks me up every time!” From: 2BMrs.K | Board: Austin
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The Knot boards:
one millionpostsevery month
over
3 millionunique visitorsevery month
THE MOST ACTIVE COMMUNITYOF BRIDES ONLINE
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Source: The Knot Inc., 2006Photography by: Sota Dzine, Jesse Leake, Lori DeSantis, Louis Felix, Susan Stripling, Rierson, Stephanie Colgan
multi-platform
the knot is a
brand. { }
N AT I O N A LP R I N T
L O C A LP R I N T
I N T E R N E T T V+ + +
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TheKnot.com is the #1 destination for brides online—by far.The Knot attracts more engaged couples than any other wedding planning resource.
• The most robust wedding site Savvy editorial, robust directories, convenient shopping,and compulsively clickable interactive tools: The Knot offers one-stop convenience for today’s busy couples.
• The largest, most loyal audienceOur average user visits more frequently, stays longer, and views more pages than users of any other wedding site.
• Unparalleled reach
With over 3 million unique visitors per month, The Knot website
has a larger audience than the circulation of the three largest bridal
magazines combined!
OUR PLATFORMS INTERNET
TheKnot.com has over
125 millionpage views
monthly
“…I cannot tell you all how excited I am to be a ‘Knottie,’ I have spent every available waking moment since Sat. creating my own bio (yes, I am obsessed already!).” From: his_honey_bear | Board: Rhode Island
Tell-it-like-it-is editorialThousands of articles, how-tos, tips, and Q&As
Best-in-class directoriesExtensive interactive galleries of gowns, rings, and more
The most local resourcesOver 13,000 retailers in 68 cities—the most anywhere!
Addictive interactive tools Brides swear by our checklist, budgeter, guest list manager,newsletter tools, and wedding web page builder
Chic shopping The Knot Wedding Shop is stocked with stylish productsfrom favors to bridesmaid gifts.
The ultimate community The Knot message boards are a life support system forbrides nationwide
THE BEST WEDDING RESOURCE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
PLANNING
TOOLS
SLIDESHOWS
Source: The Knot Inc., 2006
OUR PLATFORMS NATIONAL PRINT
The bridal magazine gets a makeover.The only magazine of its kind—designed to maximize efficiency and effectiveness for both our audience and our advertisers.
• Clean, directory-driven advertising
Meticulously organized directory format combats
the clutter of bridal magazines, offering an effective
environment for our advertisers’ messages.
• Stylish and straightforward editorial—no mousepad required
First-class fashion, fresh style ideas, and inspiring Real Wedding stories.
• Best-selling bridal title on the newsstand
The Knot Weddings Magazine has the best newsstand
sell-through in the national bridal category.
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Clear and clutter-free Products stand out to their best advantage
Bride-friendly Readers can find what they’re looking for quickly and easily
The right message at the right time Think like a bride: She’s working her way down a to-do list. The right message at the wrong time will be ignored
“In the latest The Knot Weddings Magazine, cute escort cards are hung from ribbons with chandelier parts.
I want to do this and have lighting to catch the sparkle of the crystals!” From: jrc932006 | Board: Making It Personal
INNOVATIVE FORMATS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2X/YR
330,000distribution per issue
$9.99price tag
Source: The Knot Inc., 2006
OUR PLATFORMS LOCAL PRINT
The leading local wedding planning magazinesThe most stylish, most comprehensive local wedding magazines,in markets from New Jersey to Northern California.
• Everything brides love about The Knot—right in their hometownThe Knot regional magazines are the #1 local bridal books in 17 important markets.
• The most Real WeddingsBrides love reading about other brides—and our local books are packed with more real-world wedding stories than any other local title, averaging a dozen per issue.
• A notch above the restExpert tips, checklists, and worksheets; gorgeous, colorful spreads;meticulously organized advertising categories; plus the most thorough local resource listings anywhere.
“Get a copy of The Knot local magazine—it helped me lots last year b/c it lists all the places
& their phone numbers.” From: JeffsWife2B | Board: Connecticut
New York Metro
Boston
DC Metro
New Jersey
Texas
Northern California
Southern California
Chicago
Florida
Georgia
Minnesota
Michigan
Ohio
Colorado
Pennsylvania
North Carolina
Missouri/Kansas
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17 IMPORTANT MARKETS
Source: The Knot Inc., 2006
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2X/YR
1.2 milliondistribution—the largest
17key regions
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OUR PLATFORMS TV
The Knot TV: The first all-wedding, streaming video channelNo other wedding content provider has a largerlibrary of original video content—or wider distribution.
• A captive audience
The Knot TV is on 24/7—and every community page
features The Knot TV player, making each message
board a “virtual living room.”
• The largest wedding video library
Over 100 original segments on a full range of topics, from
honeymoons to runway fashion and Real Weddings.
• The best distributorAs exclusive wedding content provider for MSN Video and Comcast, The Knot TV reaches hundreds ofthousands of viewers online and on demand every month.
The Knot
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Wedding Channel
Martha Stewart Weddings
Brides
100
80
60
40
20
0
“I can’t emphasize enough how much The Knot has helped me with the planning process. I started out CLUELESS!” From: HisPrincipesa | Board: Florida
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .THE LEADER IN STREAMING WEDDING TV:
Original Wedding Video Segments Available Online, May 2006
over
4 millionsegments streamed
per month
Source: The Knot Inc., 2006Photography by: Ericka McConnell
please contact national sales at [email protected]
• BANNERS
• EMAILS
• SITELETS
• SWEEPSTAKES
• SPONSORSHIPS
your gateway
is
{to bridal audiences
}
please contact national sales at [email protected]
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