Everyday Food Officially Joins Martha Stewart Roster

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Martha Stewart Living Omnimedia Inc. yesterday announced that Everyday Food will formally launch in September after a four-issue test that started in January.


Extending the Martha Stewart Living Omnimedia cooking and entertaining franchise, the magazine will have 10 issues annually and a circulation of 900,000. Each issue of the digest-sized publication will include more than 50 new recipes developed and tested in the company kitchens.


"Everyday Food will be the survival guide for weekday cooks," Sharon Patrick, president/CEO of the New York company, said in a statement.


Recipes featured in the magazine take 30 minutes to prepare in multiple-size portions and with widely available ingredients.


Given the scandal surrounding Martha Stewart's stock dealings, it is not surprising that Everyday Food will lack the Martha Stewart prefix in its name.


Martha Stewart Living Omnimedia claims that Everyday Food got a positive response from subscriptions and newsstand sales. More crucially, it said, even advertisers responded. The final test issue is now on newsstands.


The subscription cost is $18 for 10 issues, and the newsstand price is $2.95 per issue. The open rate for a full-page ad is $19,200.


"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," Lauren Stanich, president of the company's publishing division, said in the statement.


"This increase, along with our planned direct mail, advertising and Omnimedia promotions, will drive subscriptions for Everyday Food," Stanich said. "The initial distribution will include newsstand, paid subscriptions and controlled circulation."


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