2 minutes with: Deborah Joseph, editor, Brides

What will change now that you are editor of Brides? Brides has been number one in the market for 50 years, so it will be an evolution, rather than a revolution. But as my background is celebrity and features-led, I will bring those strengths to it. I was recently married myself, so I’m aware of the emotional and fashion issues brides experience.

Who reads Brides?
Women in their late 20s and early 30s who are modern, stylish, aspirational and want to be a beautiful bride.

Tell us about the content
The average bride spends £18,000 on her big day, so the magazine is full of luxury products – if there’s one time in your life that you’re going to splash out, it’s on your wedding day. Fashion is a massive area, with  finding a dress probably the most important thing. We also cover jewellery, beauty,  flowers, hair, cars, honeymoons, reception venues,and healthy eating – brides usually have a top-to-toe body MOT before they marry, upgrade their make-up bags and lose weight. There are supplements in each issue, including the Groom supplement for men’s fashion.

How could you inject more celebrity content into the magazine?
We can talk about the venues where celebrities are getting married, the places they are going on honeymoons, and the clothes they are wearing.

How can PROs get their stories in?
Reading the magazine, matching stories to pages they might appear on and targeting the right people. Exclusivity is important, so if we have access to a new product or an exclusive celebrity interview, we’ll give it more space. We love research on new trends – things like sex or the emotional side of getting married, from which we might be able to spin off a feature. As we are a bimonthly, PROs must be aware of our deadlines and get in touch as early as possible.

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