The show is produced by Time Inc.'s Martha Stewart Living unit and syndicated by CBS' Eyemark Enterprises. The move to a daily format was first reported in Ad Age (AA, June 3).
The Monday-Friday strip will consist of half-hour slots in morning or early afternoon dayparts. A repeat of one of the five weekday shows will air Saturdays.
Each show will carry seven minutes of ads, split equally between Eyemark and stations.
Eyemark will also continue to handle the syndicated reruns currently appearing on the Lifetime cable network.
A BUSY WOMAN
Ms. Stewart said she does not expect to curtail any of her activities as a result of the increased frequency. In addition to hosting the show, she oversees the 1.7 million-circulation Martha Stewart Living magazine; produces at least a book a year for the Clarkson/Potter Publishers imprint; and makes regular appearances on NBC's "Today Show."
"I'll be on every show," she said of the daily strip. "It may not be me rolling out the pastries all the time, but it will be my show and I'll be hosting it."
Ms. Stewart remains tight-lipped about negotiations to split off some of the properties under her name from Time Inc. Negotiations, she said, are "ongoing."
The first-run weekly version of "Martha Stewart Living" begins its fourth season Sept. 9 with clearance in 185 markets representing 97% of U.S. TV homes, an Eyemark spokeswoman said.