Yahoo Crafts Initiative With Martha Stewart

Martha Stewart Living Omnimedia has had a strong year in developing cross-platform initiatives for marketers, and claiming nearly double-digit sales growth. One of the company’s newest efforts is with Yahoo, creating a program that extends across the Web, TV, print and radio. It marks the first time MSLO has created customized online video segments, which will appear on
The eight Web segments, the first of which broke over the weekend, appear as rich media banners on the site. The 2- and 2.5-minute videos feature Martha Stewart chatting with Yahoo Web life editor Heather Cabot in a conversational, casual atmosphere. The topics include things like saving money online and the kind of Netiquette advice expected from the doyenne of gracious living.

Yahoo, in looking to promote its suite of online products, tools and services, wanted to get the attention of Martha Stewart fans who wield a disproportionate amount of clout in family matters.

“Our audience of women have tremendous influence in household decisions and household behavior with their family members taking action based on her advice,” said Janet Balis, MSLO evp/media sales and marketing. “Yahoo was looking for the household learners and influencers.” (Balis joined MSLO in September from Digital Media Strategies, a company she founded in January, 2008.)

The program also includes four TV segments, print advertorial-style ads and radio ads on Martha Stewart’s Sirius radio channel.

This year, MSLO has worked with companies like Purina, Scotts and Dove Chocolates in cross-platform efforts, and Balis said the executions have become a MSLO signature calling card. She added: “We need to take advantage of our brand equity, in working with other brands, to create deep connections across platforms with not just media but with concepts as well.”