It’s a match made in heaven . . . or maybe we should say in South Dakota.
Dainty Obsessions, a regional bridal magazine, has become an obsession in its own right in this Midwestern state, outselling national bridal titles at the local Barnes & Noble.
Their secret sauce?
A careful blending of print and digital, and the right focus on content and advertising that appeals to their South Dakota-based market, according to Publishing Exec’s Alyssa DelPrete in her article “Regional Bridal Magazine Finds Success By Marrying Print & Digital.”
DelPrete spoke to Dainty Obsessions’ editor Valerie Sampson who explained their success.
“We knew that brides had the option of a national wedding magazine and know they are wonderful options for pretty inspiration,” says Sampson. ”However, a lot of times the advertising and even the content has little to do with us at a Midwest level. We don’t have Malibu weddings and we don’t have Cape Cod weddings. So we wanted to create a high quality resource that had just as great of options but relevant to the Midwest.”
This regional content focus is combined with a solid digital strategy, where the brand reaches out to their market on social networks and especially Pinterest, often used as a go-to source of wedding inspiration for people looking for creative touches to personalize their big day.
It’s a great example of how a print magazine can engage digitally to enhance the bottom line. We’d put a ring on this!