Excerpt from min & Paid Content's: The State of Digital Media - Martha Stewart Living Omnimedia

Thursday, June 19, 2008

Martha Stewart Living Omnimedia

Location: New York

Principal Web Sites: MarthaStewart.com
Key Digital Executives: Holly Brown, president, Internet; Beth-Ann Eason, SVP, Internet
Revenue: MarthaStewart.com is home to both content and commerce, although the model in 2006 shifted markedly to content. According to earnings statements, MSO’s Internet business generated $5.4 million in Q4 2006, up 24%

over the same period last year. Ad revenue online for all of 2006 was $8.4 million, up from $2.4 million in 2005.
Digital Universe: MarthaStewart.com serves as the portal onto all TV, print and radio media involving Stewart herself and the company. It receives about 3.5 million unique users a month and between 35 million and 40 million page views. Each of the five print magazines (Martha Stewart, Everyday Food, Blueprint, etc.) has a dedicated sub-hub off of the portal hosted by the editor. The site has three weekly e-newsletters and then occasional e-letters for specific programming or seasons.

All of the MSO media, radio, TV and print lead to the main site, with TV being one of the major traffic drivers. Year-over-year, overall traffic has been up about 30%. MSO also has a prominent place on the Yahoo Food channel. Its partnership with Kodak cross-markets Kodak’s EasyShare online site with MarthaStewart.com, and MSO provides greeting card and other digital designs for purchase at the EasyShare digital photography store. There has been some distribution via search, but Brown admits that until the recent relaunch, the MSO site had not been friendly enough to search spiders. There is also a new and growing relationship with Google to help distribute video. Brand loyalty and name recognition are the site’s strongest lures, however, since most traffic is coming in at the front door through types in URLs or bookmarks.

This is an excerpt from min and paidContent's The State of Digital Media. To order click here.

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