Martha Stewart Pares Magazines, Staff | Adweek Martha Stewart Pares Magazines, Staff | Adweek
Advertisement

Martha Stewart Puts Everyday Food on Crash Diet

Monthly downgraded to supplement as MSLO hacks staff

Photo by Frederick M. Brown/Getty Images

Advertisement

Everyday Food, the onetime pint-sized smash for Martha Stewart Living Omnimedia, is being all but shuttered as the parent company scales back its struggling magazine portfolio to focus on its namesake titles.

Executives at the company said Everyday Food would cease to publish as a stand-alone monthly but would instead appear five times a year as a supplement to flagship Martha Stewart Living. At the same time, the company is putting another small title, Whole Living, on the block and laying off 70 people, or 12 percent of its 600-person staff. (Those cuts won't impact Alison Adler Matz, Everyday Food’s publisher, or editor in chief Sarah Carey, who will stay with the company.)

All told, the changes—announced as employees were forced to work from home as Hurricane Sandy flooded their office building on Manhattan's West Side—are expected to save $33 million to $35 million per year.

Launched in 2003 on a formula of quick, easy recipes, Everyday Food met near-instant success, with a circulation of 900,000 and ad pages ballooning 83 percent from 2004 to 2006. But it was soon overshadowed by competition from Every Day With Rachael Ray, which arrived two years later from Reader’s Digest Association; and Food Network Magazine, which came in 2009 from Hearst Magazines and Scripps Network. For the first nine months of this year, Everyday Food’s ad pages declined 8.7 percent versus the year-ago period.