THE MARKETING 100;DAVID STEWARD;MARTHA STEWART

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David Steward knows what's in a name: he markets Martha Stewart.

In fact, the 37-year-old exec VP of Martha Stewart Living, Time Warner's 1.2 million circulation magazine, says he knows of only one other name with as much recognition for a similar image: Ralph Lauren. But he hastens to add, "People don't know him. They know Martha."

Other than the magazine, Mr. Steward, along with Publisher Shelly Waln, has a hand in branding the Martha monicker through other units of Time Warner. Her name already graces bridal books, cookbooks, a cable TV show and, soon, the Internet.

Mr. Steward oversees a carefully developed integrated marketing strategy that draws on Time Warner's varied media resources. And, like a classic wardrobe, it goes anywhere.

"This was never just a magazine with line extensions," Mr. Steward says, adding that even though initially, "when [Ms. Stewart] first came to Time Warner, .... from the business side there wasn't that [synergistic] clarity."

There is now. Mr. Steward oversees a "synergy wheel" that Ms. Waln's team pitches to advertising clients showing the potential of multiplatform exposure across Time Warner media under Martha Stewart's banner.

For Ace Hardware Corp., Martha Stewart Living not only carried an ad campaign to capture female shoppers in the often macho world of hardware retail, but also distributed a "Decorating with Style" product guide under Ms. Stewart's name at select stores.

R.H. Macy Stores married Ms. Stewart's wedding expertise to its bridal services by holding nuptial seminars run by Martha staffers, and selling $100,000 worth of Martha Stewart Living in its stores.

This year, the craftsmaven will churn out new products in addition to tiling her pool with old credit cards-as she does in that American Express commercial. Time Warner is testing a startup publication titled Good Things, described as an upscale crafts magazine for younger women, and is planning Christmas crafts book for fall. A daily-minder book is under discussion.

Enough Martha merchandise to fill a store?

"I don't think we thought of a retail store five years ago," says Mr. Steward, hinting that he isn't ruling it out.

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