Martha Stewart Building Social Network
As part of its overall plan for Marthastewart.com, Martha Stewart Omnipedia Inc. will be incorporating a MySpace-style social network aimed at adult women. Marthastewart.com has moved from an online retail space to an ad-supported media space since it began in 1999. The site will re-launch some time in February 2007, incorporating even more original multimedia content, according to Martha Steward Omnipedia CEO Susan Lyne at the Morgan Stanely Media & Communication conference.
Late 2007 will see the launch of the as yet unnamed social network. “There is a big opportunity in what is called the older female demographic lifestyle arena. This is 25-45. There is no place like MySpace, like Friendster for that demographic. …we do believe we can become a major destination there,” said Lyne after referring to thousands of emails received from Martha Stewart fans containing images, recipes, and other media.
Other community-based sites targeting the adult female demographic include Sisterwoman.com and NBC’s iVillage. The Martha Stewart take on social networking will let members share photos, recipes, scrapbooks, projects and other creations with design experts and the rest of the community.
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