Will Martha Stewart Target Boomer Women?

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Earlier this month WWD reported that Martha Stewart Living Omnimedia’s Chief Creative Officer Gael Towey was in the early stages of producing a test issue for a magazine aimed at older women. When asked about the plan by Jennifer Tuesday of Hamptons.com, Martha Stewart gave a ”sly little smile,” and ”didn’t deny the project.” WWD’s scoop mentioned that the test issue might be positioned to compete against a luxe mag, like Hearst’s Town and Country. The other possibility mentioned was a scenario in which MSLO might go after the circulation growth — and upside potential — of Meredith Corp.’s More.

Nat Ives of Ad Age observes:

”So if Ms. Stewart’s savvy, overachieving company decides it can tap this business — boomers were 78.2 million strong in 2005, according to the U.S. Census Bureau, and some estimates peg their spending at up to $2 trillion — it’s safe to assume we may be in for some new topography on the media landscape. Not that the going is steady or easy. For a long time, it was pretty much stalled.

”’There was no place to go but up,’ said Patty Bloomfield, VP-account director at Boombiz, a year-and-a-half-old unit of the Northlich branding and advertising agency in Cincinnati.”

Ad revenue in MSLO’s publishing segment increased 23 percent in the second quarter of 2007.