Category Archives: Everyday Food

Introducing the Redesigned Martha Stewart Living Magazine

Introducing the Redesigned Martha Stewart Living Magazine

In yesterday’s New York Times, in an article on Martha and her company’s response to their own sluggish revenues, Martha helped unveil the redesigned Martha Stewart Living magazine. From the photograph that accompanied the article, and a quote attributed to the magazine’s editor in chief, Pilar Guzman, it would appear “the days of 1,000 word front-of-book stories are over.”

A photograph of the magazine’s cover (below) shows a heavy focus on cooking and recipes, which matches nicely the focus of Martha’s current television presence, now solely her “Martha Stewart’s Cooking School” on PBS, on which she demonstrates various cooking techniques.

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Hard to tell the extent of the changes from just these photographs, but it sure looks very “how-to”, doesn’t it?  This step-by-step approach to presenting recipes is reminiscent of the content once found in the company’s “Everyday Food Magazine”, shuttered in late 2012. An absence of editorial, and a shift to cooking-only content, would also explain the recent departure of long-time design guru and legend, Gael Towey. (We FOMs miss you, Gael!)

FOMs: What do you think of the changes? To you, does this make Martha Stewart Living a more attractive magazine? Does this change the way you feel about Martha Stewart, the brand?

From the New York Times article:

“We understand that people are coming for short, consumable bites of information,” said Joseph Lagani, the company’s chief revenue officer. “People are not spending an hour with you. They’re there to get something.”

The redesign represents a large shift for Ms. Stewart, who built her reputation and her company largely on the strength of her cut-no-corners approach to cooking and crafts.

“I don’t want to retire,” Ms. Stewart said as she sat in a conference room framed by views of the Hudson River. “We’re trying to help figure it out. I don’t think it’s anything to run away from. I’m not banging my head against a stone wall here.”

In part, the redesign is an attempt to hang on to the magazine’s readers and artisans ages 18 to 34 who have become loyal fans. And like many publishers, the company is betting that video can help solve the online advertising riddle.

“That approach of putting cooking techniques near our recipes in video form has done really well,” Mr. Lagani said, “and many of our advertisers want to be part of that.”

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MSLO to Sell Whole Living Magazine, Reduce Everyday Food to 5 Issues/Year

Some tough times at the publishing division of MSLO. The company announced on Thursday that it would be laying off many employees, and selling off the Whole Living magazine. It also announced that Everyday Food will no longer be a stand-alone magazine, but will instead be published as a supplement to the flagship Martha Stewart Living magazine. The number of issues of EDF will be reduced to five, from 10/annually. Obviously, decisions like these are not made without considering the impact on the affected employees, as well as the morale of employees still employed by the company. Please join me in wishing them all well, as they take their experience of working at MSLO and continue their professional ambitions. Myself, I love Everyday Food magazine, and while I am sad to see it reduced, I am very glad that it is not going away entirely. I find the information and recipes in the magazine to be extremely useful–indeed, it’s become my go-to source for what to make for dinner! All involved in the magazine, past and present, should be very, very proud.

From the New York Times:

he announcement capped a rough week for the company, which lost its power at its Manhattan offices and had to use phone and e-mail to inform the staff about layoffs and cutbacks at two of its four magazines. On Thursday afternoon, the company said it would lay off about 70 of its 600 employees. It also announced it would cut back publishing the magazine Everyday Food from 10 issues to five and no longer sell it as a standalone magazine. It is becoming a supplement that will be sold with Martha Stewart Living.

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‘Everyday Food’ Partners With Chinet for Video Series

For several weeks now, Everyday Food Editor Sarah Carey has been demonstrating (by short video) the recipes featured in the Everyday Food newsletter. Interestingly, Everyday Food is now partnering with Chinet to feature Chinet’s products in these weekday newsletter videos during the month of June. In today’s newsletter, for example, Sarah uses Chinet’s 9-inch square disposable baking pan to prepare Mexican Style Lasagna. Although Martha regularly featured advertiser’s products on The Martha Stewart Show, this is a new, more integrated, form of “product placement” for MSLO. What do you think, FOMs: Does this feel intrusive, or do you trust MSLO to only feature high-quality products that you actually would find useful?

From AdWeek Magazine:

For the next month, the “Everyday Food With Sarah Carey” series—hosted by the magazine’s editor in chief, Sarah Carey—will feature a “presented by Chinet” banner in the video window, and certain videos will also integrate products from Chinet’s Bakeware line extension. In the past, Chinet has been involved as an advertiser with MSLO’s print magazines, as well as on The Martha Stewart Show, but this campaign marks the brand’s first major digital video integration.

The launch of the video series ties into MSLO’s recently announced strategy to move the company’s focus away from TV and broadcast programming in favor of producing more digital and Web video. The Martha Stewart Show, MSLO’s syndicated program that later found a permanent home on The Hallmark Channel, ended its six-and-a-half-year run in May.

via Martha Stewart Living Omnimedia’s ‘Everyday Food’ Partners With Chinet for Video Series | Adweek.

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