Yahoo, Martha Stewart Share Kitchen

Martha Stewart Living Omnimedia had a strong year in developing crossplatform initiatives for marketers, claiming nearly double-digit sales growth in the process.

Now, MSLO teams up with Yahoo, creating a program that extends across the Web, TV, print and radio. It marks the first time MSLO has created customized online video segments, which will appear on
The eight segments, which began breaking over the weekend, appear as rich media banners on the site. The videos feature Martha Stewart chatting with Yahoo Web Life editor Heather Cabot in a conversational, casual atmosphere. Topics include saving money online and the kind of Netiquette advice expected from the doyenne of gracious living.

Yahoo, seeking to promote its suite of online products, tools and services, wanted to get the attention of Martha Stewart fans who wield a disproportionate amount of clout in family matters.

“Our audience of women have tremendous influence in household decisions and household behavior with their family members taking action based on her advice,” said Janet Balis, MSLO executive vp, media sales and marketing. “Yahoo was looking for the household learners and influencers.” (Balis joined MSLO in September from Digital Media Strategies.)

The program also includes four TV segments, print advertorial-style ads and radio ads on Martha Stewart’s Sirius radio channel.

This year, MSLO has worked with companies like Purina, Scotts and Dove Chocolates in crossplatform efforts, and Balis said the executions have become a MSLO signature calling card. She added: “We need to take advantage of our brand equity, in working with other brands, to create deep connections across platforms with not just media but with concepts as well.”