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Published on August 14, 2007

Marketing and sales director Waraporn Siriboonma said the magazine's content now included tips for arranging weddings and tips for brides and grooms.

Wedding's distribution period has changed from three months per issue to two months.

The adjustment was made following a survey last year with 400 respondents that found couples prefer custom-designed wedding ceremonies and always seek new ideas. For example, many like to have a chic and party-style ceremony held in an outdoor area instead of a traditional ceremony in a hotel with a grand atmosphere.

Waraporn said Burda had no plans to publish the magazine on a monthly basis as it needed a certain time to collect complete information. Its survey found that a monthly magazine would be too much for readers, who are mostly engaged to be married. Couples usually need up to 12 months to prepare their ceremonies and read about six issues of wedding magazines as they gather information.

The price of Wedding remains Bt150. Its distribution method has not changed, with 70 per cent of copies distributed via modern channels in Bangkok and the rest sold in major provinces.

Waraporn could not provide an official market value for wedding magazines, but said it was a niche market contested by only three magazines with different styles. One focuses more on places and things to do for lovers rather than information relating to weddings.

Waraporn cannot see a foreign magazine entering the market due to different wedding cultures. Another reason is that most content would have to focus on local suppliers and locations, because not many Thais would travel abroad for marriage. This would limit the scope of a foreign publisher.

The market for wedding magazines grows every year as tying the knot is a major lifetime event, with the best information and suggestions always needed.

Wedding is the only Thai magazine that Burda operates. Its other three are Auto Bild from Germany, Lisa from Germany and Hello! from Spain.

Nitida Asawanipont

 The Nation