Martha Stewart Axes Blueprint

Martha Stewart Living Omnimedia has killed Blueprint. The magazine was billed as a “fresh, fun guide to personal style”… but staffers were told that MSLO had “misjudged the market.” Instead, Blueprint is being folded back into Martha Stewart Weddings. Total number of layoffs is unconfirmed but FishbowlNY has it on good word that the company is trying to retain a number of employees. This follows on the earlier reports of firings at Martha Stewart.

Update: Final issue will be January/February 2008.

Official press release after the jump, including information on the continuation of Blueprint‘s blog.


Martha Stewart Living Omnimedia Inc. today announced strategic plans for two of its publications for 2008. Going forward, the company will produce Blueprint as focused special interest issues within the home category, which it will introduce to brides-to-be through its established Martha Stewart Weddings magazine. Bluelines, the Blueprint blog, will continue and the company anticipates growing Blueprint digital content across its websites. Blueprint magazine will discontinue publishing on a stand-alone basis after the January/February 2008 issue.

MSLO also stated it plans to grow its overall Martha Stewart Weddings business by adding destination weddings issues and further developing its weddings website.

The moves enable MSLO to redirect a portion of its investment dollars into other high-potential digital media initiatives, expand its weddings franchise and create efficiencies in its Publishing business. There will be a reduction of personnel associated with the discontinuance of regular issues of Blueprint, but MSLO anticipates re-assigning a core team of employees to existing businesses and new projects.

“We are constantly evaluating the best ways to position and grow our brands. Weddings and Blueprint appeal to women at a similar life stage and we believe this strategy will allow us to better leverage the synergistic relationship between the two publications,” said Susan Lyne, President and CEO of MSLO. “By publishing Blueprint in a special interest format, we can provide newlyweds with useful ideas and inspiration for their homes; and advertisers with a targeted platform to reach this highly desirable consumer.”

“We thank Editor-in-Chief Sarah Humphreys, Design Director Deb Bishop, Publisher Amy Wilkins, and the entire Blueprint team for all the hard work, talent and passion they brought to this start-up,” added Lyne. “We look forward to working with Sarah, Deb, Amy and other members of the Blueprint team on the new special interest issues and other company endeavors. We expect Blueprint’s new format and the expansion of Weddings will position us well in a dynamic, multimedia marketplace.”

Blueprint gained attention with its fresh design and lively “how-to” editorial. Media Industry Newsletter named Blueprint one of the hottest launches of the year in 2006, and the Society of Publication Designers awarded the magazine two gold medals and one silver at its 42nd Annual Magazine Design Competition.

Martha Stewart Weddings is an elegant and award-winning bridal magazine from Martha Stewart Living Omnimedia, guiding couples through the entire wedding process, with a focus on helping them make their special day truly their own. The magazine outsells all other national bridal magazines on the newsstand by a wide margin.

Martha Stewart Living Omnimedia, Inc. (NYSE: MSO) is a diversified media and merchandising company, inspiring and engaging consumers with unique content and distinctive products. The Publishing segment encompasses four magazines, including the company’s flagship publication, Martha Stewart Living, periodic special issues and books. The website provides consumers with instant access to MSLO’s multimedia library, search and find capabilities, and more. The Broadcasting division produces the Emmy- winning daily, national syndicated program, “The Martha Stewart Show” and Martha Stewart Living Radio, channel 112 on SIRIUS Satellite Radio. In addition to its media properties, MSLO offers beautiful, practical and superior quality Martha Stewart products through licensing agreements with carefully selected companies. For additional information, visit