Is Martha Stewart Living?

wired_080307.jpgCan Crafting save Martha? Today Martha Stewart once again reinvented herself, this time as a craftsperson — with a new show on DYI — to get a taste of the $30 billion crafting industry. But after yesterday’s 52-week low of the Martha Stewart Omnimedia share price, the question arises: Is the Martha Stewart brand name in danger of becoming irrelevant? (Wired doesn’t think so, plopping her on the cover of its annual “Hot-To” issue this month.)

While MSLO president and chief executive Susan Lyne is looking forward to a strong second half, yesterday the company reported a wider second-quarter loss. Morgan Stanley analyst Lisa Monaco notes that consumer response to the September launch of The Martha Stewart Collection at Macy’s may be the key indicator of the health of the Martha Stewart brand name.

— Ron Mwangaguhunga