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Martha Stewart near break

Published on .

Martha Stewart is close to a deal to break with Time Inc. The lifestyle and homecare guru and publisher of Martha Stewart Living told Advertising Age on Monday that "very shortly, the deal will be done." Noting that the two sides are in the final stages of negotiations, Ms. Stewart said Time is expected to continue to handle distribution but with "a very minority" position.

Ms. Stewart, who spoke Monday at the Association of National Advertisers' annual conference in Amelia Island, Fla., declined to disclose who her new investors and partners will be, first noting that she will not have partners and then saying she could not discuss them.

Ms. Stewart also disclosed during her speech that she will begin merchandising, in early 1997, a line of Sherwin Williams paints through Kmart and other mass market retailers. She will also sell through Kmart a broad range of other products that she refused to discuss.

In other talks on Monday, BBDO Worldwide Vice Chairman Philip Dusenberry warned that when it comes to global branding "there is peril in parochialism. Peril in allowing your local market's individual objectives to overshadow and thereby undermine the global power of the brand itself..

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