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New Magazine Has 60 Ad Pages and a 275,000 Circulation

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NEW YORK ( -- Way back in August when Martha Stewart was still awaiting her sentencing, her namesake company, Martha Stewart Living Omnimedia, bought for $6 million from New Age Publishing the monthly Body & Soul, along with a newsletter from natural health guru Dr. Andrew Weill.
'Body & Soul' hits newsstands next week.

Sharon Patrick was CEO, and she was following a plan that included finding properties that were not dependent on Ms. Stewart and her personal fortunes. Since then, the pendulum has swung back to Martha and her image, with her recent release from prison and two TV shows revolving around her in the works. Ms. Patrick has been replaced with Susan Lyne, a CEO determined to play up the positive.

Next week, the new and improved Body & Soul, with signature MSLO design elements woven into it, hits newsstands and subscribers mailboxes. Deb Bishop, the designer behind Kids, turned her energies to dressing up Body & Soul. Inside one can find photos of spring rolls lovingly prepped, a bright green slice of kiwi, oh so carefully weathered bowls of herbs and tea showcased in clear teacups against a soothing blue background.

"As is appropriate with this kind of magazine, we approached the design from the inside out," said publisher Jan Bruce, who is staying with the title at its new parent company. She took over management of New Age in 2002.

Thanks to some cross-marketing, Ms. Bruce said, circulation is already up 25% since becoming part of the MSLO family. (In fact, the May newsstand edition carries the baner "New from the Publishers of Martha Stewart Living" across the top of the cover.)

Another possible benefit Body & Soul can look forward to is some play on Ms. Stewart's syndicated show, set for September. Lauren Stanich, MSLO's president of publishing, noted that the topics covered by Body & Soul -- such as yoga and other stress-reducing techniques; organic food and nutritional supplements; and healthy home products -- fits in well with Ms. Stewart's areas of expertise and are topics likely to be included in the syndicated show.

The May issue, out on newsstands March 29, has 60 ad pages. Circulation is currently at 275,000.

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