"Best of" Martha Stewart Content From Magazines and TV Brought Together to Create Comprehensive User Experience Enormous Library of How-To Videos, Articles, Recipes and Pics; Search and Find by Craft, Ingredient, Cooking Time, Occasion, etc. Blue-Chip Advertisers On Board with Sponsored Features, Integrated Ad Placements, Video Pre-Roll and Traditional Online Units
NEW YORK, April 10, 2007 /PRNewswire-FirstCall via COMTEX News Network/ -- Martha Stewart Living
Omnimedia, Inc. (NYSE: MSO) today officially unveiled the new
marthastewart.com (http://www.marthastewart.com), the most authoritative
lifestyle destination on the Internet. The site offers instant access to the
inspiring and trusted world of Martha Stewart, including the best of the vast
MSLO multimedia library, instant search and find capabilities and editors'
picks for the preeminent lifestyle ideas on the Internet. The new
marthastewart.com website combines the best of what Martha Stewart has to
offer, organized with the user in mind. Visitors can now easily navigate
marthastewart.com by lifestyle interest -- whether looking for a chicken
recipe or a step-by-step guide on the latest scrapbooking technique -- or they
can still search and browse by media property. In addition, the site's 'look
and feel' echoes the design aesthetic and creative excellence that consumers
have come to expect from all of MSLO's distinctive content and products.
"The new marthastewart.com brings the best of our content directly to our
consumers," said Martha Stewart. "We provide tools to help bring creative
ideas to life, with thousands of recipes and tips, how to instructions,
beautiful imagery and compelling videos. Episodes of the Martha Stewart Show
are now online on a one-day delay. We have designed the site to serve as the
online source for daily ideas and inspiration."
Featuring the best of Martha Stewart Living, Everyday Food, Martha Stewart
Weddings, and body+soul magazines and the Martha Stewart Show, the site also
highlights the company's newest magazine, Blueprint with a blog called
Bluelines (http://www.blueprintmag.com/blog ) written by its editors. The
site also offers general community features such as recipe swap functionality
and message boards. This fall, a raft of new community and personalization
features will be unveiled, enabling users to save, share, rate, review and
collect content from the site, as well as interact with each other through
interest groups dedicated to specific lifestyle passions and concerns.
Visitors also have the opportunity to share their own "Martha" moment and
become a part of the Martha Stewart online community by creating a fun and
inventive story through the So Martha game at SoMartha.com
The new Web site also provides an ideal opportunity for advertisers to
reach millions of highly engaged consumers in an environment they trust and
enjoy. For example, on March 13 the Martha Stewart Show demonstrated how to
create coffee filter flowers. Since that show, the video on marthastewart.com
has been viewed 142,000 times.
"This Web re-launch is an important company-wide priority because we know
what a huge advertising opportunity the Internet presents. The estimated 102
million women online are clearly underserved in the lifestyle arena," said
Susan Lyne, President and CEO, Martha Stewart Living Omnimedia. "We are
ideally positioned to serve as the ultimate lifestyle destination on the
Internet, providing instant solutions, edited selections and endless
The marthastewart.com site will continue to evolve this year with
additional releases to increase personalization and community features; launch
advertising microsites; and spotlight original video and image galleries.
"MSLO has become one of the leading lifestyle brands reaching millions of
people with rich educational, how-to content on a daily basis," stated Holly
Brown, President of Internet at MSLO. "We have redesigned the site to bring
our extensive assets to life and to inspire our community through videos,
images and more. We will aggressively continue to add new features to offer an
even more personalized user experience based on our consumers interests and to
further enrich the site."
The marthastewart.com site will be promoted across all of the MSLO
properties and will be actively integrated editorially within The Martha
Stewart Show, Martha Stewart Living Radio on SIRIUS and Martha Stewart
New marthastewart.com Features:
** Vast Library: 15 Years of Ideas
More than 5,000 of the best hand-picked recipes from the kitchens of
Martha Stewart; thousands of articles from Martha Stewart Living, Everyday
Food, Blueprint, Martha Stewart Weddings and body+soul magazines,
including selections from the current issues.
** Video and Audio
Over 700 videos featuring cooking and how-to clips, daily episodes of the
Martha Stewart Show which air in full on a one day delay, and segments
from Everyday Food TV and audio segments from Martha Stewart Living Radio
on SIRIUS Satellite Radio, with original video content in development.
**Search and Find
Searching and navigating the site is now intuitive and fast: users can
browse and navigate by content category, such as Food, Entertaining, Home
and Decorating, or by media - magazine, television/video and radio -
easily zeroing-in on the precise idea or solution needed or by more
specific topics. For inspiration, the site also calls out the top seven
searches in each category.
For example, visitors can search the extensive Food page to locate recipes
by ingredient, course or holiday -- such as searching for holiday cookie
recipes featuring pecans. They can take the recipe search a step further
to obtain menu ideas, access instructional cooking videos, and related
** Recommendations from Martha and Her Editors
Martha will be providing a daily homepage feature called "Today's Idea
from Martha," where she will share one useful, creative and essential idea
everyday of the week. Her team of experts, hand-picked from across MSLO,
will also offer up tips and suggestions throughout the site in "Editor's
Ideas" sidebar features.
New, original instructional cooking videos, interactive polls showcasing
the most popular recipes and ideas, forums and message boards will be
available exclusively at marthastewart.com beginning this fall. In
addition, the Bluelines blog ( http://www.blueprintmag.com/blog ) has
been unveiled in which the editors of Blueprint share fun finds, favorite
sources, clever ideas, and shortcuts for creating and refining a woman's
personal style, including shopping, decorating, design and beauty.
In an effort to reach their key demo (women 18-49) while they are
researching projects, refining recipes, or creating "to do" lists,
advertisers have a unique opportunity to present their products across
MSLO brands, leveraging the web, in creative and inspirational ways.
Advertisers on marthastewart.com and other properties include Dove, 3M,
Oil of Olay, Allstate, Buitoni, GE, Garnier, HP and Blue Buffalo.
** "So Martha" Game and Marketing
A sweepstakes called "So Martha" (http://www.somartha.com) launching in
conjunction with the website, will entice users to enter for a chance to
win a trip to New York City for a "So Martha Weekend" including tickets to
the Martha Stewart Show. "So Martha" is a playful word game where
visitors share their own Martha moment by choosing to complete seven story
templates tied to Martha Stewart categories such as recipes, organizing,
wedding planning and gardening. The ensuing stories can be shared with
friends and posted on SoMartha.com to be viewed by other members of the
Martha Stewart community. Winners will be selected at random in early May.
The new website also is being actively marketed through both search engine
marketing and search engine optimization, as well as actively promoted across
all the Martha Stewart properties including the magazines and the TV shows.
Martha Stewart Living Omnimedia, Inc. (MSLO) is a leading provider of
original "how-to" information, inspiring and engaging consumers with unique
lifestyle content and high-quality products. MSLO is organized into four
business segments: Publishing, Television, Merchandising, and Internet. Martha
Stewart Living Omnimedia, Inc. is listed on the New York Stock Exchange under
the ticker symbol MSO.
SOURCE Martha Stewart Living Omnimedia, Inc.
Katie Goldberg, Director of Communications of Martha Stewart Living Omnimedia, Inc.,