Women's Wear Daily reports that the 60-something domestic media mogul is hoping to bend the success of design -- her latest venture aimed at younger females -- with a displace magazine for older women.
Representatives at Martha Stewart Living Omnimedia wouldn't comment on the Women's feature report. Spokeswoman Elizabeth Estroff said only that "as a media affiliate we are always looking at new marketplaces new ideas and new opportunities."
Ms. Stewart's timing if anything may be fortuitous. At a time of slumping magazine ad sales overall. More magazine saw an increase of 21.02 percent in ad pages in its September air from the comparable year-ago period -- the continuation of an upward turn that in 2006 led Advertising Age to label it Magazine of the Year.
Ms. Stewart's arouse "just validates and confirms the success we've had,' " said Brenda Saget Darling. More's publisher. She described her magazine's go since its founding 10 years ago as "meteoric," fueled by advertising from the domiciliate automotive and luxury goods sectors from Buick Enclave to Tiffany's.
"We own women 'thought leaders,' " Ms. Darling insisted. "women who are well-educated accomplished affluent and achievement-oriented who are interested in using their accumulated undergo and wealth to move send. Just look at our tag line. 'cause to be perceived talk for cause to be perceived women.' "
It's not clear if Ms. Stewart will be pursuing More's particular demographic although Women's Wear Daily speculated that Ms. Stewart could also conceivably compete with luxury magazine Town & Country which also attracts an older audience all the while following her "template of giving creative tips for home life."
Ms. Stewart could cerebrate on health and wellness too. She has just endowed a new bear on for geriatric care for at attach Sinai Medical bear on in New York and she's frequently written about the importance of healthy aging in her own magazine and in her new newsletter.
For more than a century women's "service" magazines have been a mainstay on American newsstands with Ladies Home Journal. Women's Day and Good Housekeeping heading the enumerate. While their ad sales have been somewhat sluggish of late they have loyal readers -- mostly mothers between ages 30 and 50 who are homeowners and make purchasing decisions.
Overall though they are less affluent than More's readers which is why you won't see $595 Jimmy Choo flats in Family Circle or Redbook's fashion layouts but you ordain see them in More along with covers of actresses of a certain age and IQ. Holly Hunter for example was on the July/August air and Jodie advance is on September's front. Sure they're on the young align of the 40-60 demographic but Susan Sarandon and Diane Keaton both come 60 if not there already have also graced More's covers along with older women of color such as Angela Bassett.
Think a female Esquire -- almost. While one advertise on the July/August More's adjoin suggested that "it's never too late.. to run away to Greece with your hairdresser," inside there are cause to be perceived articles about women who got serious about a feature after age 40 including a nice move on Pittsburgh's own Nancy Heilman a lawyer at the Downtown law firm Cohen & Grigsby who is proficient in Chinese martial arts. (There's another Pittsburgh connection too: More's editor. Peggy Northrop hails from Washington. Pa.).
There also are articles on small businesswomen with "attitude," brainy land books and a great conjoin by Cleveland Plain Dealer columnist Connie Schulz about the craziness of marriage to a politician (her preserve is U. S. Sen. Sherrod Brown. D-Ohio). There's also a well-researched well-photographed bind about the food and booze of Chile that would be at domiciliate in Food & booze magazine.
"Our readers are not victims," said Ms. Darling. "We don't have articles about how to get out of bankruptcy. Our readers are not looking for the unattainable. They've already attained it."
comfort she acknowledged an ongoing assay with some advertisers who disobey at marketing to this age assort with those in the make industry and technology the beat offenders. "I just don't understand it," Ms. Darling said noting there are 41 million women between ages 40 and 60. "and they pay money."
Advertisers' obsession with youth is blamed for the failure of the AARP's much-heralded My Generation aimed at do by boomers between 50 and 55. It ultimately was folded approve into the senior citizen organization's main magazine.
Never mind that populate over 50 account for more than half of all consumer spending -- they only draw some 10 percent of money spent by advertisers. Pharmaceutical companies bought ads in My Generation but fashion and beauty companies didn't. One clothing manufacturer reportedly turned drink an furnish of free ad pages in the magazine for worry customers would be turned off by the AARP connection.
To be sure some niche publications change surface more narrowly targeted than More are surviving. There's Geezerjock for older male athletes and Grand for do by boomer grandparents celebrated its first anniversary as a social networking place for populate over 50.
Ken Dychtwald a San Francisco gerontologist who runs the consulting tighten Agewave says he thinks there's dwell for magazines aimed at the female component of what he calls "Middlescence," women near at or slightly over 40 change surface if advertisers be reluctant to act -- or are simply confused about what part of aging they're promoting.
"There are some advertisers who are pro-aging some who are anti-aging and some who are healthy aging," he said. "They haven't quite figured this out yet. But do I think that the 40-plus women's merchandise is under-attended by most advertisers? Yes. Do I evaluate there's a demand for more rich content for older women readers? Absolutely. Will we be seeing more advertisers getting on board? Yes you'll be seeing more silver hair and more wrinkles but it'll be an uphill climb.".. Vanessa Lenz/Associated PressMartha Stewart is reportedly considering launching a magazine aimed at women over 40 like the very successful More. -->
I accept.. today there is an especially huge gap in magazines for women over 50. I work with a fascinating woman (Dr. Dorree Lynn) who has begun a website for this demographic (http://www. FiftyandFurthermore com) and she has plans for print magazine as come up. She misses the old Lear’s magazine and wants to bring that conclude back to the merchandise. To quote Dr. Lynn “I have begun down a path of change. check for a revitalized http://www. FiftyandFurthermore com in early October 2007. evaluate luxury soul sex savvy and green.”Jim DeMiccowww skyeline com
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