Martha Stewart plans magazine for older women

Martha Stewart Living Omnimedia (MSLO) is planning a new magazine aimed at older women, reports Women’s Wear Daily.

The new publication, which will follow the Martha Stewart template of giving creative tips for home life, is currently being headed by Gael Towey, chief creative officer of MSLO. Towey is reportedly searching for a freelance editor to produce the test issue.

Representatives at MSLO could not be reached for comment as of press time.

Possible competitors for the new glossy include luxury magazine Town & Country and More, a Meredith Corp. title dedicated to women over 40.

While More has enjoyed circulation and ad-page growth over the past year, many women’s magazines saw flat or declining ad numbers, as reported by the MPA.

MSLO flagship title Martha Stewart Living had an 11.1% increase in ad pages over the past year. A full-page color ad for that title costs $134,992. Ads in the bi-monthly Blueprintá- MSLO’s title for younger women – cost $28,000.

The home-ec conglomerate recently reported its second quarter earnings for this year, showing revenue up 7.7%, with 23.1% growth in ad revenue for its publishing division. Although reported a total loss of $.09 for the current period, it has managed to earmark approximately $1 million dollars for “new initiatives.”

MSLO, New York, is a do-it-yourself empire with multiple magazine titles, a syndicated television show, a satellite radio network and mass-market merchandise such as paints and homewares.

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