Martha Stewart Redesigns Website for Fans and Ad Dollars
Martha Stewart Living Omnimedia Inc. (MSLO) has unveiled a new design for home and lifestyle site Marthastewart.com designed to draw in more of the female demographic, while increasing the value of ad impressions.
“The estimated 102 million women online are clearly underserved in the lifestyle arena,” said Martha Stewart president Susan Lyne in a statement. “We are ideally positioned to serve as the ultimate lifestyle destination on the Internet.”
The new site features recipes from 15 years of Martha Stewart publications, more than 700 cooking and how-to clips from the Martha Stewart Show, Everyday Food TV, and Martha Stewart Living Radio. More community features like discussion forums, plus web-only video clips, will debut in the fall.
Hoping to reach the 18-49 year old female demographic, Martha Stewart has signed several launch advertisers including Dove, 3M, Allstate, GE, and HP. MSLO is marketing the site through SEM as well as TV and print. The company is also holding a sweepstakes contest and interactive game to get more users involved with the site’s community.
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