Martha Stewart Living Omnimedia, the disgraced media maven's exploitation vehicle, made its first non-defensive move in over a year with the $6 million (€4.91m; £3.29m) purchase last week of two small health and healing publications -- Body & Soul and Dr Andrew Weil's Self Healing -- the former from New Age Publishing, the latter from Throne Communications.
According to MSLO, it would apply to these publications the "proven Omni-business model". This is in line with a recent (and similarly jargon-ridden) statement by MSLO president/ceo Sharon Patrick that the ailing company would "continue to evolve our business segment and brands from expert personality to trusted brand labels with an eye for future growth."
An expert in business school corporate-speak translates this as "dump all overt associations with Martha".
MSLO chief financial officer James Follo told analysts in a conference call last week that the company will incur losses of around fifty cents a share during the current quarter, ending September 30 [WAMN: 04-Aug-04].
In an accompanying statement, MSLO said it planned to focus on seven new "natural living core content areas". The magnificent seven: healthy eating; exercise and fitness; mental health; spiritual well-being; natural and integrative medicine therapies; natural home; and stress-reduction techniques.
Did someone send MSLO a Rodale catalog?
Data sourced from: AdAge.com; additional content by WARC staff