Will Boomer Women Accept Martha?


The twists and turns of Martha Stewart’s storied life are the stuff of New York media legend. She has been, in various incarnations, a fashion model, a CEO, an author, a Sirius radio host and, infamously, the grittily designated federal inmate No. 55170-054 (Averted Gaze). Presently, Stewart is trying her hand at the lucrative crafting market.

Morgan Stanley analyst Lisa Monaco noted last month that Martha Stewart Living Omnimedia stock will probably not move significantly until her make-or-break Macy’s home wares line demonstrates some success. And just in time for next week’s Fall launch, Scripps-owned Fine Living Network announced that it will air ”The Martha Stewart Show” in prime time. But the $64,000 question is: Will Martha Stewart ever fully regain her pre-pokey pop-cultural success? From The Washington Post:

”The biggest design news of the season might come as early as next week, when Martha Stewart introduces her new housewares and bed, bath and home accessories at 650 Macy’s across the country. Will her wire-egg trees and scalloped sheets click with a generation of shoppers who were kids when her recipe for stylish living first gained fame nearly two decades ago?”

Then there is that report, from Jennifer Tuesday of Hamptons.com, that Martha Stewart gave a ”sly little smile,” and ”didn’t deny the project” when asked directly if WWD was correct in reporting that the mogul is planning a luxe magazine, like Hearst’s Town and Country but targeting Boomer women.

Dotsie Bregel, Founder of the National Association of Baby Boomer Women and Boomer Women Speak, emailed FishbowlNY, ”My gut feeling is that boomer women will support Martha Stewart if they like her products and can visualize them in their homes. Many boomers are not brand loyal, therefore they spend their money based on their likes and dislikes.”