Martha eyes thirtysomethings
2005-09-15 12:57
New York - Martha Stewart is in hot pursuit of the 30-plus female.
Martha Stewart Living Omnimedia Inc, Stewart's New York-based media company, is "actively researching" the prospects for launching a lifestyle magazine for women over 30, company spokesperson Elizabeth Estroff said.
The publication, which the company plans to launch some time next year, would be the first since Stewart was released from prison in March.
It's not clear what the magazine will be named, but The New York Post reported on Wednesday that the early plan is not to have Stewart's name as part of the title.
The news comes as the homemaking diva's company is polishing up the image of its founder and turning around its fortunes.
Stewart has been becoming more visible after serving five months behind bars and another five months of house arrest for lying to authorities about a questionable stock sale.
Stewart's new syndicated morning show called Martha, debuted on Monday to good reviews, and a prime time show called The Apprentice: Martha Stewart begins airing on September 21. That show is unaffiliated with the company, but the brand is expected to profit from the exposure.
The company's flagship magazine Martha Stewart Living, which suffered when advertisers fled the magazine amid Stewart's legal woes, is enjoying an advertising comeback.
The company's recent publications that don't carry Stewart's name - Body & Soul, which it acquired in August 2004, and Everyday Food - have had good response.
- AP