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."