Learn From the 2010 Masters of Engagement
A brand that stands out as that lifelong friend to 40 million readers
Helping readers pull their heads out of the sand and face economic reality
This “match made in heaven” has placed itself into every corner of the pop culture experience
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A 169-year-old brand that has become a staple in the agriculture business
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1.5 million Twitter followers helped this brand break its site traffic records
A Web site that has become a broadcast hub.
If you are engaged to be married, then you are engaged with this site
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Kids help set the editorial agenda
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A focal point for the practice of yoga
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min's 'Match Made in Heaven': Martha Stewart Living stands out as the ideal match between media brand and audience.
Only a handful of media brands in history have been wholly identified with a single, ubiquitous, unmistakable name: Hef, Oprah and, of course, Martha. We wouldn’t say that this über-homekeeper maintains a smothering relationship with her readers, but like a dutiful mom, she does always seem to be there.
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| Martha Stewart Living Omnimedia receives more than a million pieces of correspondence from consumers a year. Often readers write letters and share photos of projects inspired by the pages of MSL. |
The litany of touchpoints is overwhelming. The print book alone reaches 12 million, while the Web site grabs more than 4 million more. This is not just reach but involvement. Almost a quarter million people engaged the online holiday workshops last year, and the audience sent in over 1.2 million pieces of correspondence. And then there is that little side business of hers in the TV world, The Martha Stewart Show, and more than 5,000 branded product SKUs in retailers worldwide. How can a Martha Stewart Living loyalist manage not to be engaged with a brand that is on-air, on newsstands, online and even in stores so prolifically?
Martha herself is now a Twitter superstar with 300,000 followers. But best of all, the brand listens to its readers. A relentless flow of user surveys help editors rethink cover strategies and direct content ideas like the successful “Everyday Food” franchise that arose from readers’ desire for simple, fast, meal solutions. Machine-like in its scale, but always personal in its interactions with readers, MSL has demonstrated how a multi-platform media goliath can remain personable and fully engaged with readers one-to-one. —Steve Smith
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