With her past strategy aimed at women over 40, Martha Stewart is now entering into the younger female market with a new magazine called "Bluepring."
Starting next Monday on May 1, "Stewart’s Martha Stewart Living Omnimedia will formally launch Blueprint, a home, design and fashion magazine that will extend her franchise to a younger audience: women 25 to 45 years old. The tagline: Design Your Life."
The first issue will be a test to see how the demographic responds with a base of 250,000. A second test issue is scheduled for release in August. If it is decided to go to full launch, it will come out next years as a bimonthly.
"I think it’s going to be Martha Stewart Living for the twenty-something crowd," says Martin S. Walker, chairman of Walker Communications, a magazine publishing consultancy. "It will be interesting to see if she can capture this space that nobody else has captured."
Walker looks at Blueprint as a competitor of Time Inc.'s Real Simple and possibly Dwell, Metropolitan Home, Elle Décor and maybe Martha Stewart Living itself.
It is specifically targeted at young women with disposable income who are starting off in their first homes and searching out their own personal styles.
With Martha Stewart Living ad pages soaring to over 80% increase from last year, it seems that the reaction to her jail time is over. This is probably one of the factors included in the decision to test this new offering.
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