jump to navigation

Martha Stewart’s modern media model November 2, 2012

Posted by David Card in Uncategorized.
Tags: ,
trackback

Martha Stewart Living Omnimedia’s trials and tribulations don’t mean that fundamental omni-media principals are wrong. MSLO was, from the start, a multi-media media company. It may eventually be digital-first sooner rather than later, but the company was built to leverage print, TV, digital, and even physical store presence. It reached its audience on multiple channels, sold ads and products across all, and vigorously cross-promoted.

No, MSLO’s struggles are very traditional. Among media, it’s a truism that magazines are the most personality-based: They rise and fall based on the energy and buzz generated by the likes of Tina Brown (Vanity Fair, the New Yorker) and Rolling Stone’s Jann Wenner. Oprah and Martha are TV-centric examples. It seems like the popularity of the Martha persona may have run its course, and MSLO’s bench is thin. The company hasn’t tapped into social media currents as much as it should have, either.

Students of media will remember the odd synchronicity of MSLO’s IPO on the same day as that of another modern multi-media company, World Wrestling Entertainment. WWE may not be at its peak, but it’s going strong.

 

Advertisements

Comments»

No comments yet — be the first.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: