Byline: Valerie Seckler

NEW YORK — Taking their relationship a step further, the Modern Bride Group of Primedia’s Consumer Media and Magazines said Tuesday it has taken a controlling stake in Internet Gift Registries and its registry Web site.
The new arrangement will enable to combine its content and planning services with the retail registry foundation built by through its relationships with The May Department Stores Co. and Bed, Bath & Beyond, among others.
Prior to its purchase of a controlling interest in IGR, Primedia had acquired a smaller stake in the company and made the Modern Bride Group’s official online registry partner.
May Co. continues to hold the unspecified equity stake it purchased in IGR when it struck a strategic alliance with the Denver-based company in April. May Co. opened a bridal gift registry online using IGR technologies in June, and now uses it on Web sites bearing all of its nameplates, except Lord & Taylor, which has no home department and therefore doesn’t provide bridal registry services.
“Since going online this summer, our Internet wedding registry program is already proving to be much used and a tremendous service to our registered couples,” said Gene S. Kahn, president and chief executive officer of May Co., in a statement.
“May has a great respect for Modern Bride and its ability to expand and enhance this wedding portal.”
As a result of the extended alliance with IGR, Primedia said it has made a number of appointments in its Modern Bride Group.
They include: naming Margery Gladstone to the new post of president of the Modern Bride Group; Roger Antin, vice president and publisher of Modern Bride Magazine; and Ilene Rapkin, senior vice president of strategic market development, a new position at the group.
Rapkin had been publisher of Modern Bride. Gladstone joined the group from entertainment Web site, where she was senior vice president of advertising, while Antin most recently worked at Worth Media, where he was publisher of Civilization Magazine. Antin also was publisher of Conde Nast’s Brides magazine between 1992 and 1997.

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