In the wake of DOMA, here comes the same-sex wedding boom, and the nuptials industry is getting ready for a commercial explosion. On Monday, The Knot launched the first edition of its gay weddings digital magazine, with two editions -- one for male and one for female couples. However, other than the differing covers, the content inside is exactly the same. The publication had already launched its own gay weddings website in 2008, but the magazine goes further, with all the advice, fashion and decorating tips you'd expect to see in The Knot. According to Editor-in-Chief Rebecca Dolgin, it was a "happy coincidence" that the mags launched the same day as the Supreme Court decision, as the company had been planning the special editions for a few months to launch around Pride Month.
"Same-sex couples are going to get inspirations from any other wedding, but there are some things that are unique, like how they are going to walk down the aisle," said Ms. Dolgin. Interestingly, she said The Knot has also found that straight couples are also incorporating a lot of these rituals into their own weddings, making it an "interesting evolution" of wedding traditions for the company.
To produce the issues, the magazine tapped into their regular wedding expert sources, but also reached out to new ones, like actor Jesse Tyler Ferguson, who plays openly gay lawyer Mitchell Pritchett on "Modern Family," who contributed to a piece on bow-ties, and ties, and Evan Wolfson, president of Freedom to Marry, who also happens to be the brother of The Knot's co-founder Michael Wolfson.
Each edition has the same front-of-the-book text, with the content inside tailored to gay and lesbian couples. Features include real-life gay weddings, a guide to gay marriage state by state and "35 Things You Might Want to Know About A Gay Wedding".
These issues were in part sponsored by liqueur brand St. Germain, hence the section on chic cocktails. Ms. Dolgin said they might update the magazines annually -- The Knot itself only publishes four times a year -- but keep content on the site fresh. They're also looking into new advertising models. There's also some spillover into the company's other lines of business. TheKnotShop, the company's store, for example, sells same-sex wedding cake toppers.
If you're a gay couple, there's probably more of this coming your way from the wedding industry. His-and-his rings, perhaps?