|Martha Stewart's new magazine will be called 'Blueprint.'
“I have been made aware of it by the folks at Martha Stewart,” said one media executive. “They told me that this is a magazine that’s being devoted to young adults, 30-somethings, pertaining to purchase and ownership of their first homes.”
“The basic concept is a shelter magazine that is skewing younger, that’s written for younger readers than the typical shelter magazines,” said another. “I didn’t get a This Old House feel.”
Exploiting a niche
While Blueprint aims to exploit a niche not served by Time4Media’s This Old House or Meredith’s Country Home or other home-centric books, most of which have readers with median ages around 45 or older, it could directly threaten Conde Nast Publications’ younger-skewing Domino.
Domino arrived last April as a “style source” for the home. It has not yet begun filing reports with the Audit Bureau of Circulations, but plans to raise its guaranteed paid circulation to 450,000 with its January/February issue.
Martha Stewart Living Omnimedia expects Blueprint to debut with a circulation around 200,000, media executives said. That detail and others -- including the title and even the focus -- presumably could change before the magazine’s planned debut in May.
“We believe there is an opportunity in the 30-something lifestyle category and that MSLO has something unique to offer, but prefer not to comment on specifics,” said company spokeswoman Elizabeth Estroff.
Significant lifestyle component
Like most magazines published by Martha Stewart Living Omnimedia, from franchise-leader Martha Stewart Living to the healthy-living book Body & Soul, Blueprint will include a significant lifestyle component. In addition to the home-renovation, paint-selection and furnishing tips that will probably populate its pages, it will include some fashion coverage too. The company has begun soliciting work to that end from outsiders.
Martha Stewart Living Omnimedia already sells products and projects centered around home life. Not only does a furniture line bear her name, but last month the company also announced a partnership with developer KB Homes to build housing communities bearing Ms. Stewart’s sensibility.
While Ms. Stewart’s version of “The Apprentice” on NBC has fallen far short of expectations, her company’s publishing division remains a stalwart profit center.
“Martha Stewart has a huge base of loyal fans,” said Michael D. Drexler, CEO, Optimedia U.S. “She has a really good handle on what’s going on today. If the new publication does embrace the idea of young families and particularly the female side interested in new homes and all aspects of new home living, that’s perfect.”