An inside look of White Sposa Magazine

White Sposa May 2011 Magazine

  Publications, especially magazines have a strong influence on trends and specifically on what and how much will be exposed to the public. White Sposa magazine is not the typical wedding magazine because they have a different objective and quality. Since May 10th, 1990, White Sposa has given the wedding market a run for its money. 

We arrived to the White Sposa office this morning and were welcomed from a familiar face, Simona Polli the Editor of White Sposa. She introduced us to Christina, the other editor and Elena Todros, the Fashion Editor of White Sposa. As we were getting a tour of the building, Simona explained that they are a special magazine because they sell advertisement space to live not like gossip magazines or the newspapers. The office is a large open area with different sections for graphic design, website, tech area with archives of every magazine and offices of other editors. We met Stefania who is in charge of casting models, researching for models that are more fashion rather than more bride, must go to each photo shoot and understand the overall theme of the photo shoot. Avellina is in charge of the marketing and advertising, clients and finding new clients, restaurants, vacation and in charge of the website.

            We than walked into a meeting room and were given a specialized Johnson & Wales University booklet made for us with information about the company, the rules and skills of each position and how a magazine is developed. Simona explained that working in a wedding magazine, it is hard to keep your readers because you only get married once and than they have no use of the magazine after. They rely on word of mouth and always finding new ways to get more readers. White Sposa used to come out with 4 magazines a year but this year only 3 issues will be made due to the economy.

            White Sposa prints 60,000 copies for Italy and distributed throughout Italian newsstands, prestigious international bookshops and by subscription. Only 8,000 copies are distributed abroad in 31 different countries but 50,000 copies are distributed through professional wedding exhibitions all over the world to get exposure.  On January 30^th, 2009 the first White Sposa Japan magazine was printed and distributed to best bookshops, bridle dresses boutique, hotels and wedding centers. Also, in 2009 the first White Sposa Boutque was opened in Tokyo center and due to its success they opened a second boutique in Nagoya confirming Japanese enthusiasm for Made-In-Italy products. They also distribute to 300 different Russian shops because the magazine is involved in exhibitions and events in Mascow and Sankt Peterburg. White Sposa is on a great path for International recognition. 

            I asked Elena Todros how she choses the theme for each magazine, where she gets her inspiration from and gave us all a very thorough and descriptive answer. She first researches any art, watches old films, books, literature anything that may tell a story than collects pictures that may describe the theme.  Elena stated that it’s easy to take a pretty dress and make it ugly but if there’s a chemical balance between everything in the photoshoot like the props, models and location, the theme will come out perfectly.  She attends the photoshoots as well and allows the photographers to have freedom with their shoots as long it portrays the theme. She does not limit herself by hiring just Italian or famous photographers but will look for new designers that have a unique style.

White Sposa Issue 33
Photographer: Marco Sanges
British Issue

            What makes White Sposa so different from their other competitors such as Vogue Sposa, Sposabella and Chiére Sposa is the quality. Their covers are made from thicker paper and sometimes have rigid detail on the paper.  Their Exotic Issue was inspired by Africa, therefore their cover and paper resembled crocodile skin. Also, they never sell their first two pages of the magazine, even though they are the most expensive and desired, it makes them different from the rest. The first two pages are filled with an introduction of the theme that coincides with the cover or left blank. They believe less is more,  and want it to appear like a book while maintaining the same quality with less costs. 

            It was discouraging at the beginning to start a magazine in an already saturated market but White Sposa has been passionate for each magazine that they produce. Hopefully their goals are achieved when they become respectfully recognized in the United States and Brazil. They are quickly becoming a huge influence in the wedding market within such a short time by choosing to be different from the other wedding dress magazines. I never had the chance to take an advertising class where I would learn the logistics of magazines such as page layouts, selling and buying advertising space and graphic design but from this visit, I have a basic understanding.  Each person contributes their specific fashion, design or technological background into White Sposa allowing it to grow and succeed.  There were a few such as Elena who did not start in a wedding magazine but brought her designer contributions to the company.  Even though I may not have taken an advertising class, I now have seen the specific departments and areas required to create a magazine.

    As we were saying good-bye they treated us with a gift of their most current magazine (the one dedicated to photographers) and a White Sposa T-shirt. This visit was more than I expected and got so much insight of the logistics of a fashion magazine. 

On June 27th