Latest Title From Martha Stewart Will Target Young Women

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NEW YORK (AdAge.com) -- Martha Stewart Living Omnimedia is moving forward with its latest magazine, Blueprint, with a two-issue test this year. The title will cater to a younger crowd than Martha Stewart Living, the company’s flagship.
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Martha Stewart
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The new title will appear in May and August, with a $3.50 cover price and a guaranteed circulation of 250,000 copies. Six issues are planned for 2007.

Blueprint, details of which first were first reported in Advertising Age last year, will target women ages 25-to-45 with lifestyle advice intended to help them decide how to decorate, dress, entertain and organize their lives.

Crowded category
Its arrival will crowd the ranks of books already jostling to serve young adult women, including Conde Nast Publications’ home magazine Domino, still less than a year old. It also adds to the list of magazines published by Martha Stewart Living Omnimedia that do not include Ms. Stewart’s name in the title.

“The research we conducted showed a large demographic of younger women at a critical time in their lives -- setting up homes, establishing careers, getting married, having children and outfitting and upgrading their lives,” said Lauren Stanich, president-publishing, Martha Stewart Living Omnimedia.

Rebecca Thuss was named Blueprint’s editor; she had been style director for Martha Stewart Weddings. The founding team also includes Tom Prince, the company’s development director, and Debra Bishop, the company’s design director.

Publishing still a focus
“Publishing is deeply important to us as a company. It’s where the company began. And we are going to see some new development in that arena,” Susan Lyne, MSLO President-CEO, said in an interview with Ad Age about the company’s redirection.

The publishing operation of MSLO contributes more than 50% of its revenues, while other ventures online have so far been unprofitable. The company retooled following Ms. Stewart’s return after her well-documented prison and home confinement sentence last year, paring back e-commerce and catalog divisions and refocusing the company on media, with a revived TV division, a Sirius radio deal and the launch of a DVD collection. Retail sales and products are now handled mainly through partnerships, such as a recently announced craft line of scrapbooking products and successful furniture lines.

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