Myers admits that the "Brides Private Access" isn't intended for the average bride. After all, the average cost of a wedding consultant, who will work with you throughout your wedding process, is $3,262 according to the Association of Bridal Consultants. According to the Brides American Wedding Study of 2014, the average wedding cost $28,202.
The publication is aiming for the millennial woman — or more than likely the fiance or family of the woman — who has the disposable income, she admitted. So, in addition to running ads in the April/May issue of Brides, it's also created custom ads for its sister publications, including its male-targeted magazines.
The price point is steep, but research shows that millennials value share-worthy experiences above most things, said Jennifer Tinker, group account director for shopper marketing agency Shopology. A study by EPR Properties showed that three out of four millennials would rather spend their money on experiences over consumer goods.
Millennials have a desire to build their own personal brand across social platforms, and anything that they can post that will give them more likes is going to be important to them, Tinker pointed out.
Now, add a passionate bride to that equation.
"The wedding industry as a whole is driven by very irrational, emotional behavior," Tinker pointed out.