The Knot is losing its shine as the best place for wedding vendors to advertise
Donald Minerva is the owner of Scottadito Osteria Toscana, an Italian restaurant in Brooklyn, New York.After initial hesitation, he signed a 12-month contract for $8,165, which listed him in the first five search results for rehearsal-dinner venues in Brooklyn. Insider verified the amount billed with documentation. When Minerva signed up for The Knot's advertising services, he was buying into its brand power."The best wedding season possible proved to be just bogus," Minerva said.
Listings on The Knot and its sister site, WeddingWire, can cost entrepreneurs between $5,000 and $14,000 a year, according to the digital-marketing firmThe Knot's"best of weddings" award is the wedding industry's version of Twitter's blue check mark. For some businesses, these awards set them apart in saturated markets.
On The Knot's website, a search result for wedding rehearsal dinner venues in Brooklyn, New York showcases Minerva's restaurant as the third result.Insider filed a Freedom of Information Act request with the Federal Trade Commission that delivered 56 consumer complaints against The Knot, WeddingWire, and their parent company, The Knot Worldwide, which is based in Maryland, between January 2018 and May 2022.
The Knot Worldwide did not answer Insider's questions about ad pricing, the number of vendors who paid for listings, or what percentage of its revenue came from vendor advertising. "I would have used that money for rent or other bills," he said."I was counting on that bringing in business."
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