Martha Stewart Planning New Magazine For Older Women

Martha Stewart Living Omnimedia still hopes to launch a magazine aimed at older women, but it's waiting out a tough advertising climate, said MSLO chief creative officer Gael Towey, just after a seminar she gave Liz Claiborne staff Thursday. She confirmed the magazine's working title is M and that a prototype has been produced -- the first time anyone at the company has openly admitted to the magazine's existence -- but said the time line was unclear given the economic downturn.

Towey's presentation also revealed the company is working on a site called Whole Living in conjunction with its magazine Body + Soul. (The magazine's Web component is already branded as Whole Living, but there is a spun-off beta version in internal use, Towey said afterward.) Meanwhile, her talk to Claiborne staff focused on the visual elements of the Martha Stewart brand, from photographer selection to use of color. When it comes to expanding the reach of that brand, Towey conceded, "We're working against the idea that Martha is a basket and frills person."

Read the whole story here.

Comments

[Pippilangstrumpf]

There is already a magazine for older women called "More"...aimed at the over 40 crowd.

I have been getting it for almost a year now and I'm not going to renew my subscription. It's the same stuff month after month, i.e. "This is what 40 looks like. This is what 50 looks like" blah blah blah.

It's the same magazine as "Seventeen" only for 40 year olds and up. They all boil down to the same thing: looks. Only with More, you're going to get the occasional article about menopause.

I'd just rather read magazines like Vanity Fair, or any news magazine, or New Yorker or anything where I'm not reminded that I'm not thin enough or young enough or motivated enough or good looking enough or whatever enough page after page after page.

I don't need more recipes...I can look on the internet for any recipe I need for anything. I don't need to be nudged to change my career in midlife like so and so did. Gosh! What an inspiration!!!! It's just the same cr** that is reworded with a different woman in a different dress month after month.

I want to be informed and engaged. I don't want to be "age targeted".

[MemphisBuffalo]

This magazine already is being published. It is called "O."

[johnnygoodwud]

first receipe, 'sour grapes pie' for all the hillary supporters

[HippyGourmet]

The time has come for Martha to pass the torch and start assisting other TV chef personalities who are actually promoting organic ingredients, healthy cooking, eating and sustainable living. If she's (or anyone else is interested) our series reaches over 34 million homes each week and has an audience primarily of women 34-60.

We're just saying...

[littlepuffycloud]

"Old Lady Felons" would be a good title.

[Forest]

I think Martha is on a roll. Has anyone noticed her new line of carpet tiles? Like the Senior Womens' magazine, it's a fantastic idea who's time has arrived. Is it time to buy her stock?

[southafrica4obama]

Martha banned in the UK like snoop

[michelv]

Mmaaarthaaa ... me so horny for you.

[AtomiClash]

Did anyone else read that headline and think "Hot Flash" the magazine for "older women" featured in Ugly Betty?

[Dogger]

Yes, I did. I'll bet that's where the idea came from.

[QD]

I guess she doesn't realize that her magazine is already aimed towards older women. Honestly, the baby-boomers endless fascination with themselves is ridiculous.

[cindyw]

I'm a baby boomer who's not particularly fascinated with herself, but I'll be interested in November to see how many younger people show up to help usher in a new generation of leaders by voting for Obama. Historically, they're the least likely to participate. I hope this time will be different..

[feo]

You obviously need to count the number of times the personal pronoun "I" is used in the latest Coldplay hit to better judge who or what generation is more self-absorbed.