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Martha Stewart Mequoda Media Brand Study

Beyond being a mere household name, Martha Stewart has become synonymous with home decorating, cooking and gardening—bringing beauty to all things domestic. Martha Stewart Living Omnimedia, Inc (MSLO), is an integrated media company distributing the “art of everyday living” to us in many different channels.

All these channels circle and promote each other, as Martha talks about her paint color used in the kitchen on her show, advertisers buy across the media outlets, content can be re-purposed in books and DVDs, and so on.

Martha’s multiplatform strategy is one of the most robust we’ve seen. Getting her website optimized to make it easy for the user to find and consume her entire suite of products should be priority number one for Martha’s team.

You almost can’t have a dinner party without someone making a “Martha Stewart” comment at some point during the evening. Beyond being a mere household name, Martha Stewart has become synonymous with home decorating, cooking and gardening—bringing beauty to all things domestic. Martha Stewart Living Omnimedia, Inc (MSLO), is an integrated media company distributing the “art of everyday living” to us in many different channels.

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All these channels circle and promote each other, as Martha talks about her paint color used in the kitchen on her show, advertisers buy across the media outlets, content can be re-purposed in books and DVDs, and so on.

MarthaStewart.com makes good on the promise of integrated media. Almost before you know it, you’re watching video segments online about how to make a great salad dressing. The content is available to the user in multiple formats: text (articles), images (photographs and slide shows), video (MARTHA TV show) and audio (on Sirius radio, 24/7). In the plans for the re-launch they promise to improve Search so that a user will see results from all the different media.

Martha’s multiplatform strategy is one of the most robust we’ve seen. Getting her website optimized to make it easy for the user to find and consume her entire suite of products should be priority number one for Martha’s team.

Platforms used by Martha Stewart

Magazines: Martha Stewart currently publishes five magazines: Martha Stewart Living, Martha Stewart Weddings, Everyday Food, Body + Soul, Blueprint.

Print Newsletters: She recently launched a paid newsletter, the “Martha Stewart Newsletter”.

Email Newsletters: She has three email newsletters: Martha Stewart Living, Everyday Food, Body + Soul

Books: She publishes many instructional books on cooking, housekeeping, gardening and weddings.

Radio: She has a very popular radio show on Sirius, titled Martha Stewart Living Radio.

Television: The queen of media has many TV shows: Martha (syndicated daily), Everyday Food on PBS, Petkeeping with Marc Morrone (syndicated weekly), and Martha Stewart Living (reruns on Style Network).

CDs: She offers a mix of holiday music, jazz, and childrens music.

DVDs: Martha sells instructional DVD’s on cooking, holiday event planning, gardening, and weddings.

Video: Her website offers video clips from TV programs and instructional how-to’s.

RSS: She offers one RSS feed for her blog Bluelines.

Website: Her website sells advertising, offers subscriptions to her many print publications. It also has one blog, called Blueprint’s Bluelines, which is related to their Blueprint magazine. Website also sells merchandise, links to sub-sites, and offers video clips and articles on Martha’s craft and food projects.

Merchandising: Martha has tons of merchandise on the market, including: Martha Stewart Furniture, Martha Stewart Everyday at Kmart, Martha Stewart Crafts, Martha Stewart Kodak Gallery, Martha Stewart Colors, Martha Stewart with KB Home, Martha Stewart Flowers and Martha Stewart Cards.

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