It's time for The Knot's (NASDAQ:KNOT) close-up. The popular provider of wedding advice and lead-generator to matrimonial services providers is hooking up with E! Networks to create content for its Style cable channel.
This isn't the first time The Knot has cashed in on its online brand to populate cable subscribers' TV channels. It had a hit a couple of years ago when it hooked up with The Oxygen Network to follow anxious brides as they prepared for that special day.
This deal offers a wider opportunity for brand ambassadorship. E! is owned by Comcast (NASDAQ:CMCSA), and Style reaches 44 million cable subscribers. There are also several shows planned that should cement The Knot's place as the definitive online hub for marriage-planning resources.
From My Celebrity Wedding by The Knot, which will show how to duplicate star-studded weddings on shoestring budgets, to a springtime special showcasing the latest in bridal fashions, TheKnot.com will get a lot of face time on the small screen. Other televised content will profile destination weddings, as well as real-life stories culled from the popular website.
Things are going pretty well for The Knot. Last month, it posted third-quarter results that found earnings per share nearly quadrupling. Shareholders have also been treated to a bit of matrimonial bliss. The stock has more than doubled since being recommended to Motley Fool Rule Breakers newsletter subscribers earlier this year.
Even though this is clearly a win for The Knot, it's a sound move for Comcast as well. Nervous fiancees who hit up The Knot for dresses, wedding singers, and banquet halls may not even be aware that Style is pumping out so much related content -- until now. Both parties should live happily ever after.
You may now kiss your television set.
The Knot has been recommended to Motley Fool Rule Breakers subscribers and you can see what all the fuss is about with a free 30-day trial subscription.
Longtime Fool contributor Rick Munarriz regrets that TheKnot.com wasn't around when he got married. He could have had a punctual person working the video camera that day. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.
