NEW YORK, June 26 /PRNewswire-FirstCall/ -- Following a successful test among consumers and advertisers, Martha Stewart Living Omnimedia, Inc. (NYSE: MSO) announced today that it will launch Everyday Food from the Kitchens of Martha Stewart Living beginning with the September 2003 issue. The magazine will have a frequency schedule of ten issues per year and a distribution of 900,000. The four-issue test that began in January 2003 received a strong response from subscriptions and newsstand sales, and enthusiastic acceptance by advertisers. The test issues carried an average of 45 advertising pages per issue. The fourth and final test issue is currently on newsstands. Everyday Food is a natural extension of Martha Stewart Living's franchise in cooking and entertaining. It is created for the supermarket shopper and the everyday cook, featuring quick, easy recipes using supermarket ingredients for delicious weekday meals. Success Illustrates MSO's Authority in Cooking and Entertaining "The official launch of Everyday Food illustrates the authority that the brand commands in cooking and entertaining. That authority is built on more than a decade of providing consumers thoroughly researched, high-quality information, inspiration and products, turning them from 'dreamers into doers'," said Sharon Patrick, President and Chief Executive Officer. "This launch is another important step in our long-standing strategy to evolve and broaden the reach of the Martha Stewart brand and "omni" brand labels." Ms. Patrick added, "Everyday Food will be the survival guide for weekday cooks, which is made even more useful through television segments on Martha Stewart Living, an Everyday Food internet site, and basic essential merchandise, perfect for everyday cooks, offered under the Martha Stewart Everyday kitchen and houseware labels at Kmart, which soon will be available at Sears Canada." "We are thrilled that Everyday Food, a magazine we have long dreamed of creating, has met with such enthusiasm from home cooks," said Martha Stewart, Founder and Chief Creative Officer. "In these busy times, Everyday Food meets the needs of those readers who want a quick and practical guide to the preparation of delicious, healthy everyday meals for themselves and their families. In addition, Everyday Food is a tribute to the talents and dedication of this Company's extraordinary editorial, food and design professionals. We've tailored this product for the everyday cook in all of us." Everyday Food's editorial team includes Margaret Roach, MSO's Editor-in-Chief, and Scot Schy, Design Director. Lynne Dominick is Publisher. Strong Reception Results in Distribution Boost to 900,000 "We are very enthusiastic about the test results, which demonstrate that there is a large market of interested readers for Everyday Food," said Lauren Stanich, President of Publishing. "To meet consumer demand, we are increasing our distribution effective with the September 2003 issue to 900,000 copies, up from 750,000 during the test period. This increase, along with our planned direct mail, advertising and omnimedia promotions, will drive subscriptions for Everyday Food. The initial distribution will include newsstand, paid subscriptions, and controlled circulation." "Consumers relate to Everyday Food, and that translates to broad appeal for a diverse group of advertisers. We are very pleased to provide advertisers with both individual and multimedia programs within an editorial environment that fills a clear market need by speaking directly to an important aspect of consumers' lives," said Suzanne Sobel, Executive Vice President of Advertising Sales and Marketing/Publisher. Each issue of the portable, digest-sized publication -- easily carried in a purse or pocket -- includes more than 50 practical, new recipes developed and tested in MSO's test kitchens. Most recipes take about 30 minutes or less to prepare, can be made in multiple size portions and use widely available ingredients. Everyday Food recipes are featured within the Martha Stewart Living television show, which have already become popular new programming segments. Everyday Food recipes and content are also included as a distinct section within the marthastewart.com website. The basic subscription price for the magazine will be $18 for 10 issues and the newsstand price will be $2.95 per issue. The 2003 open rate for one full-page ad is $19,200. Martha Stewart Living Omnimedia, Inc. (MSO) is a leading provider of original how-to information that turns dreamers into doers, inspiring and engaging consumers with unique content and high-quality products for the home. MSO's creative experts develop content within eight core areas -- Home, Cooking and Entertaining, Gardening, Crafts, Holiday, Keeping, Weddings, and Baby and Kids -- that provide consumers with ideas and products to celebrate their homes and the domestic arts. MSO is organized into four business segments -- Publishing, Television, Merchandising and Internet/Direct Commerce.
SOURCE Martha Stewart Living Omnimedia, Inc.