CYBERCRITIQUE

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Martha Stewart goes online

MARKETER: Martha Stewart Living Omnimedia

WHERE TO FIND IT: www.martha

stewart.com

CRITIQUE: If there's one thing Martha Stewart knows, it's her audience. They are not, for the most part, Web-geeks. They're like my mom. However, as this site begins to grow, Martha hopes to take her radio/TV/print audience with her to the Web and she might just be the person to bring this demographic online more successfully than Microsoft or WebTV could ever hope to.

This site gracefully ties together and ties-in with all of her other products. She's going to promote it on her TV show by showing off the site as she teaches her audience about the Internet. Then she'll refer the audience to the site for more recipes, ideas and tips. The text of the site is clearly geared for the novice user.

And it doesn't hurt that the online extension of the popular Martha By Mail catalog will have selections that coincide with the weekly topics on the shows. A timely way to do impulse buys via e-commerce that should prove quite successful when it launches soon.

The content is strong, but could be stronger: her 90-second radio spots would be ideal for RealAudio, and some full text from Martha Stewart Living articles instead of just a table of contents would help give the Cult of Martha more to pore over. On the whole, the site avoids many pitfalls of online marketing, like slow downloads and misreading the audience. Learning from other's experiences is a good thing.

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