Liu: The Knot targeted underserved demographics traditional bridal media ignored
David Liu · The Knot: Carley Roney & David Liu · Mar 12, 2018 · at 18:46
David Liu and Carley Roney discuss the founding editorial strategy and market positioning of The Knot in the mid-1990s.
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“We suddenly realized, based on, you know, also Carly's, you know, belief in the differentiation of our brand, that we would become weddings for the real world. And we defined that as interracial couples, interdenominational couples, same-sex couples. Hipster couples. Right. You're pregnant, you already have babies, you're divorced, you know, second marriages. All the stuff that we knew that the traditional media companies couldn't touch. You know, these are the marginal areas, and we're going to own, we're going to declare ownership of those.”
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