Success of Test Launch Leads to Publishing Schedule of Ten Issues Per Year
NEW YORK, June 26 /PRNewswire-FirstCall/ -- Following a successful test
among consumers and advertisers, Martha Stewart Living Omnimedia, Inc.
(NYSE: MSO) announced today that it will launch Everyday Food from the
Kitchens of Martha Stewart Living beginning with the September 2003 issue. The
magazine will have a frequency schedule of ten issues per year and a
distribution of 900,000.
The four-issue test that began in January 2003 received a strong response
from subscriptions and newsstand sales, and enthusiastic acceptance by
advertisers. The test issues carried an average of 45 advertising pages per
issue. The fourth and final test issue is currently on newsstands. Everyday
Food is a natural extension of Martha Stewart Living's franchise in cooking
and entertaining. It is created for the supermarket shopper and the everyday
cook, featuring quick, easy recipes using supermarket ingredients for
delicious weekday meals.
Success Illustrates MSO's Authority in Cooking and Entertaining
"The official launch of Everyday Food illustrates the authority that the
brand commands in cooking and entertaining. That authority is built on more
than a decade of providing consumers thoroughly researched, high-quality
information, inspiration and products, turning them from 'dreamers into
doers'," said Sharon Patrick, President and Chief Executive Officer. "This
launch is another important step in our long-standing strategy to evolve and
broaden the reach of the Martha Stewart brand and "omni" brand labels."
Ms. Patrick added, "Everyday Food will be the survival guide for weekday
cooks, which is made even more useful through television segments on Martha
Stewart Living, an Everyday Food internet site, and basic essential
merchandise, perfect for everyday cooks, offered under the Martha Stewart
Everyday kitchen and houseware labels at Kmart, which soon will be available
at Sears Canada."
"We are thrilled that Everyday Food, a magazine we have long dreamed of
creating, has met with such enthusiasm from home cooks," said Martha Stewart,
Founder and Chief Creative Officer. "In these busy times, Everyday Food meets
the needs of those readers who want a quick and practical guide to the
preparation of delicious, healthy everyday meals for themselves and their
families. In addition, Everyday Food is a tribute to the talents and
dedication of this Company's extraordinary editorial, food and design
professionals. We've tailored this product for the everyday cook in all of
Everyday Food's editorial team includes Margaret Roach, MSO's
Editor-in-Chief, and Scot Schy, Design Director. Lynne Dominick is Publisher.
Strong Reception Results in Distribution Boost to 900,000
"We are very enthusiastic about the test results, which demonstrate that
there is a large market of interested readers for Everyday Food," said Lauren
Stanich, President of Publishing. "To meet consumer demand, we are increasing
our distribution effective with the September 2003 issue to 900,000 copies, up
from 750,000 during the test period. This increase, along with our planned
direct mail, advertising and omnimedia promotions, will drive subscriptions
for Everyday Food. The initial distribution will include newsstand, paid
subscriptions, and controlled circulation."
"Consumers relate to Everyday Food, and that translates to broad appeal
for a diverse group of advertisers. We are very pleased to provide advertisers
with both individual and multimedia programs within an editorial environment
that fills a clear market need by speaking directly to an important aspect of
consumers' lives," said Suzanne Sobel, Executive Vice President of Advertising
Sales and Marketing/Publisher.
Each issue of the portable, digest-sized publication -- easily carried in
a purse or pocket -- includes more than 50 practical, new recipes developed
and tested in MSO's test kitchens. Most recipes take about 30 minutes or less
to prepare, can be made in multiple size portions and use widely available
ingredients. Everyday Food recipes are featured within the Martha Stewart
Living television show, which have already become popular new programming
segments. Everyday Food recipes and content are also included as a distinct
section within the marthastewart.com website.
The basic subscription price for the magazine will be $18 for 10 issues
and the newsstand price will be $2.95 per issue. The 2003 open rate for one
full-page ad is $19,200.
Martha Stewart Living Omnimedia, Inc. (MSO) is a leading provider of
original how-to information that turns dreamers into doers, inspiring and
engaging consumers with unique content and high-quality products for the home.
MSO's creative experts develop content within eight core areas -- Home,
Cooking and Entertaining, Gardening, Crafts, Holiday, Keeping, Weddings, and
Baby and Kids -- that provide consumers with ideas and products to celebrate
their homes and the domestic arts. MSO is organized into four business
segments -- Publishing, Television, Merchandising and Internet/Direct
SOURCE Martha Stewart Living Omnimedia, Inc.
/CONTACT: Investors - James Follo, Chief Financial Officer,
+1-212-827-8218 or Media - Elizabeth Estroff, +1-212-827-8281, both of Martha
Stewart Living Omnimedia, Inc.; or Samantha Schabel of Susan Magrino Agency,
+1-212-957-3005, for Martha Stewart Living Omnimedia, Inc./
/Web site: http://www.marthastewart.com /