Good News for Martha's Stewart's Ad Pages

09 June 2005

Disgraced US style guru Martha Stewart appears to be revitalising her business interests following her much-publicised prison spell.

Her flagship magazine, Martha Stewart Living, is reporting strong advertising gains in the second quarter, according to ceo Susan Lyne. Ad pages in the flagship publication are expected to rise by 40%, and revenue increase is forecast to be even stronger.

Lyne, who heads the domestic diva's exploitation vehicle, Martha Stewart Living Omnimedia, says she is "very optimistic" about ad demand in 2006.

The magazine's revenues dipped sharply during Stewart's legal difficulties. She was sentenced to five months in jail and is currently serving a similar term under house arrest for lying to federal investigators over her share dealings.

With the current reversal of its fortunes, the magazine might raise its guaranteed circulation level and its price, adds Lyne.

She also reports that DVD sales of Martha Stewart TV programs under a partnership with Warner Home Video "could end up being a very significant driver for us going forward."

Data sourced from USA Today Online; additional content by WARC staff