Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Martha Stewart Loves Costco. Now we know why.

Posted by: Burth Helm on May 8, 2007

Last month I wrote a story about product integrations on programs like the Martha Stewart Show.

blog martha bust.jpg

As I was reporting the story (read: watching hours and hours of TiVo’d daytime talk shows after work to pick up brand mentions), there was one thing I could never figure out. Martha Stewart would, on occasion, randomly veer off and effusively complement jumbo retailer Costco. There was no advertising relationship with the company that I could see. And there was no “promotional consideration provided by” disclosure listed at the end of the program, which is generally included when money or product changes hands. Maybe, I mused, Martha just really, really liked Costco and sometimes blurted out complements in front of her million-plus viewers? Now I think we have a better explanation. And it looks like in February and March, viewers got a window into how Stewart greases the wheels for an upcoming deal. Here are a couple examples I transcribed from episodes of her TV show on NBC:

Episode from February 12, 2007.

(Stewart and her audience warm-up man, Joey Kola, are discussing Valentine’s Day plans)

Kola: Martha, I’m a traditionalist when it comes to Valentine’s day: chocolate, flowers, champagne!

(audience oohs)

Stewart: What kind of champagne?

Kola: Well, uh…

Stewart: Well let me tell you something. Did you know that they sell more Dom Perignon — you know that beautiful champagne…

Kola: That’s the best one!

Stewart: …at Costco more than anywhere else in the world?

Joey: I did not know that!

Martha: And…[Costco has] good prices! So check out your local Costco. Not all Costcos that we called had the Dom Perignon, but many did.

Kola: Which ones?

Stewart: One in Wayne, New Jersey, Edison New Jersey. I didn’t try the Long Island ones, so check 'em out.

Kola: I’ll drive to New Jersey!

Stewart: And while you’re there, get me some.

Kola: Ok. I’ll buy it by the case, Martha.

Stewart: Cases!

Kola: Cases? As they say in Long Island, we’re gonna have such a pissah!

Stewart (transitioning): Well, today we continue our daily chef secrets with a shake that will help you jump start your day.

Forty minutes into a March 13 episode.

Stewart and guest Cassie Chappell are making fake roses out of coffee filters.

Cassie Chappell: We’re going to reveal the secret [of these roses]. It’s that they're made with coffee filters.

(Audience applauds. Close-up of the filters.)

Stewart: So you can buy these...oh these are 400 filters here, and where’d you buy these?

Chappell: These are from Costco.

Stewart: My favorite store in Seattle. Oh my gosh, do I love that store. [That's where] Costco was actually founded, right? In Seattle.

Chappell: I wasn’t aware of that.

Stewart: Yeah. Um, it’s a phenomenal store. So how much do filters cost?

Chappell: About four dollars.

Stewart: Four dollars, well, that’s cheap enough..

Chappell: The paint is quite expensive. [side note: the curtness in Chappell's voice here was likely because she sells these roses on her website, for $75 a piece. I just found that funny.]

Reader Comments


June 13, 2007 4:53 AM

Sort of like how maybe an artist spends say a few bucks on material and somehow manages to charge thousands of dollars for a piece of art. I think that's called adding value. The roses are meticulously hand-made. Cassie has a gift. She invented this process. She's a working mother with four kids. Not really funny. Good that nobody else seems to have read this stupid little tidbit that Businessweek somehow found newsworthy enough to post.

Post a comment



News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

BW Mall - Sponsored Links

Buy a link now!