Martha's Everyday Plans -- and Beyond


By Diane Brady

MASS WITH CLASS. To dub oneself "a good spokesperson" after personally raising domestic chores to high art while forging a media-and-merchandising empire might sound ridiculously modest. But who can blame Stewart for undercutting her own role in the company? Ad sales are down, and the stock price is about half what it was before the scandal broke. "What we need now is that growth rate," she admits. "We can't have that without a lot of good will."

The potential to recoup investor's good will is there. And the business is forging ahead. Everyday Food, for example, represents MSLO's push into mass-market magazines. After test-launching the digest-size publication, the company has decided to roll out 10 issues a year starting in September, 2003.

Unlike Martha Stewart Living, which targets a more affluent demographic, Everyday Food will be aimed at the supermarket crowd. It downplays Stewart's name a


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