Independent Digital Media to Launch Wedding Site TheKnot.com.au

03/08/2009

Independent Digital Media (IDM) has announced a significant step in the creation of its high-quality women’s lifestyle portfolio of websites with an innovative, one-stop wedding site, TheKnot.com.au, set to launch in October 2009.

IDM has entered into a license deal with the world’s #1 wedding website TheKnot.com, which has an average of 2.3 million unique browsers globally per month, to launch the hugely popular site in Australia.

“TheKnot.com already boasts more than 31,000 monthly Australian-based unique browsers, which gives us a strong local audience from day one,” said IDM’s Publisher Marina Go.

“IDM differentiates itself from competitors through innovation and elevating both the user experience and the advertiser experience, and this new site will be a perfect example of this approach.”

The site is set to become the most comprehensive and integrated wedding site in the country, a mix of locally produced editorial and international content.

Former Westfield’s whatswhat.com.au Editor Alicia Richardson has been appointed Editor, and Conde Nast New York’s former Accessories Editor for Modern Bride Magazine Tania Riddell has been appointed Fashion Editor.

“We’re so excited to be working with such a strong editorial team. Together we’ll collaborate to combine our vast archives with fresh local wedding planning content, creating an inspirational and practical resource for Australian brides,” said The Knot Co-Founder and Editor-in-Chief Carley Roney.

TheKnot.com.au will join IDM’s beauty site PRIMPED.com.au, which launched in August last year and is now considered Australia’s leading premium, dedicated beauty website.

“Our goal is to launch five key online lifestyle brands. PRIMPED.com.au has beauty covered and we are confident TheKnot.com.au will become the market leader in the bridal category,” said IDM’s Deputy General Manager James Hannan.

“With the Australian wedding market worth $5 billion, 110,000 weddings a year and the average price of an Australian wedding at $30,000, TheKnot.com.au not only has broad appeal, but will cater to a relatively recession-proof market.”

Site features include:

Unique format of searchable directories of everything from gowns to jewellery to flowers to honeymoons
Photo galleries of ideas for all wedding elements from engagement to reception
Advice on etiquette
Planning tools covering budgets, guest lists, gift registers and seating plans
A virtual scrapbook
Community forums
Real Weddings

TheKnot.com.au landing page, live from 3^rd August, features a competition to win a Palazzo Versace escape prize; and a there is a display advertising package to be won for clients who sign up to join the directory with an enhanced listing from launch.

ENDS

For further information, please contact:

Alicia Richardson, Editor. T: 02 9469 5429. E: arichardson@idmco.com.au

Kathy Hamill, National Sales Director. T: 02 9469 5427. E: khamill@idmco.com.au

Justine Duncan, Marketing Manager. T: 02 99469 5443. E: jduncan@idmco.com.au

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