Meredith touts key ad gains as Martha Stewart Living celebrates 25th anniversary issue
While the deal last fall with Meredith meant that the digital edition of Martha Stewart Living would move from well-designed, native digital edition to a dull PDF replica, it also meant that the title would, going forward, be supported by the sales, marketing and production staffs of one of the country’s leading consumer magazine companies.
With the December/January issue, Martha Stewart Living will be celebrating is 25th anniversary and one of the things Meredith is touting is the growth the magazine has experienced in “key advertising categories, including retail, automotive, toiletries and cosmetics, and food and beverage.”
Now that the MPA’s approach to ad pages is to change the subject, it is hard to know exactly how well Meredith is doing in its first full year representing the title, but the company did say recently that in the last quarter magazine ad revenue was up 2 percent, and that Martha Stewart Living led the way.
For Martha Stewart, now 74, her efforts are in trying to improve the bottom line of her own company. To do this the company has agreed to merge with Sequential Brands Group, with the board scheduled to meet in December to approve the deal.
Here is Meredith’s announcement for the 25th anniversary issue:
NEW YORK, NY – November 11, 2015 — Martha Stewart Living magazine, the trailblazer in the lifestyle media category, will celebrate its 25th anniversary with the December/January issue, available on newsstands nationwide November 16. Martha Stewart Living is created by the editorial staff at Martha Stewart Living Omnimedia.
“It’s hard to believe that Martha Stewart Living is twenty-five years old! We are so proud to have created content that ultimately established and founded a new lifestyle category for publishing. We have seen our readership grow tremendously over the years, and our editorial content continues to inspire, instruct, and please our readers,” says Martha Stewart, Founder and Chief Creative Officer of Martha Stewart Living Omnimedia, Inc.
For the anniversary issue’s cover, Martha Stewart posed for world-renowned artist Will Cotton, whose fantastical painting features Martha in a sweet, sugary wonderland. This portrait provided the inspiration for eight delectable holiday desserts in the issue. The December/January issue celebrates the silver anniversary with brilliant decorating, recipe and gift ideas— with the classic sheen of silver. There is also a cookie advent calendar, which highlights 25 of Martha’s favorite cookies, one from every year the magazine has been published. All the recipes are available at www.marthastewart.com/cookie-calendar.
When Martha launched the magazine, she set out to create a new kind of publication, one that focused on the joy to be had in all aspects of the home,” says Martha Stewart Living Editor-in-Chief, Eric Pike. “The brand and the magazine have evolved with the times, but we have always remained true to the core mission. Twenty-five amazing years later we are still producing beautiful, inspirational, how-to content in every issue – and that is truly something to celebrate.”
Meredith National Media Group Vice President and Martha Stewart Living Publisher Daren Mazzucca notes the brand continues to resonate with consumers and marketers.
“The magazine’s passion for celebrating and enhancing readers’ lives has never been more relevant to marketers,” says Mazzucca. “Our ability to engage with consumers across multiple channels and platforms about what matters most to them in their lives, homes and personal pursuits has enabled us to grow the magazine in new and exciting ways.”
According to the most recent Magazine 360 Report, the Martha Stewart Living magazine brand reaches a multi-channel audience of 16.4 million. In addition, the recent MRI comScore report found that Martha Stewart Living has grown by double digits (11 percent) among Millennial audiences. Overall, Meredith serves 100 million unduplicated American women and more than 60 percent of U.S. Millennial women.
Mazzucca notes that Martha Stewart Living has posted growth in a number of key advertising categories, including retail, automotive, toiletries and cosmetics, and food and beverage. This growth has been supported by well-recognized brands and marketers, such as GMC, Toyota, Ford, Pier 1, Macy’s, The Home Depot, Mars/M&Ms, Lindt Chocolate, Hillshire Farm, Bertolli, McCormick, and Oscar Mayer.
“Top brands recognize that Martha Stewart Living resonates and engages with their key audiences on many platforms,” says Mazzucca. “This includes special integrated advertising programs such as the Advent Calendar – featuring 25 of Martha’s favorite cookies – which is sponsored by Starbucks.”
The 25th Anniversary issue features a number of special silver anniversary-themed features including:
- Magical sugary original candies and confections that showcase the versatility of this simple ingredient
- Show-stopping DIY decorative touches that will set the mood for winter celebrations, including chic cookie tins, glitter-dusted candles, sparkling wreaths, and no-sew clutches embellished with silver leaf
- Shimmering make-up picks for creating a glamorous holiday glow this holiday season.
“We are extremely proud of this special anniversary issue, and are looking forward to continuing to delight and inspire readers for 25 more years,” says Pike. “It is especially rewarding to see Martha Stewart Living’s strong appeal among millennials, who personalize and customize our content in ways we never imagined; it’s fun to see all of their versions across all social media platforms, including Facebook, Instagram, and Pinterest.”