MarthaStewart.com Relaunches As Women's Portal Race Heats Up

  |  April 10, 2007   |  Comments

Martha Stewart Living Omnimedia will leverage its print and broadcast arms to promote the site, as rival iVillage has done with parent NBC Universal.

With today's relaunch of MarthaStewart.com, Martha Stewart Living Omnimedia (MSLO) is banking on its matron and namesake to bring in the traffic.

MSLO will leverage its print and broadcast arms to both promote and seed the new site and its video-centric offerings, as rival iVillage has done with parent NBC Universal. With a total vaunted reach of 80 million individuals across its magazines, TV, radio, and online platforms, the company aims to build its online audience by brute mass media force. That force will come in the form of short promo spots and on-air call-outs from Martha herself (her mug appears far and wide on the new property) during "The Martha Stewart Show."

"We've found users really want Martha. They want to see Martha, they want to hear from Martha," said Holly Brown, president of Internet for MSLO.

Brown played up the company's legacy of multimedia content, its main point of differentiation from iVillage and the slew of recipe-centric sites out there, save FoodNetwork.com. Among other audio and video components, MarthaStewart.com will offer full episodes of "The Martha Stewart Show" on a one-day delay.

"We have this incredibly rich library of multimedia content...video from the past 10 years," said Brown. "We have 700 videos today available on the site, and we plan to continue growing that." With video on the homepage and in each of the site's channels, the company has prioritized packaging that content, as well as making it more discoverable via a new, search-driven design.

Launch advertisers include Dove, 3M, Oil of Olay, Allstate, Buitoni, GE, Garnier, HP, and Blue Buffalo. Pre-roll ad placements will consist mainly of :10 spots. "We will accept :15 and :30. That's definitely not the user experience we're trying for," said Beth-Ann Eason, head of online ad sales.

Eason said the company will couple direct ad sales with custom microsites for advertisers. "Advertisers are not just interested in run of site advertising. They want prominent placement...and deep integration," she said.

MSLO has steadily beefed up its online programming and operations staff, from 20 at the end of 2005 to about 60 today, recruiting from Yahoo, AOL, The Knot, Teen People and IAC/InterActiveCorp. Competitors are also aggressively hiring. Glam Media recently poached iVillage's VP of Business Development Operations Jennifer Salant to spearhead its own partner programs; while iVillage hired and promoted several staffers this week. At iVillage, Juan Lopez-Valcarcel was named VP strategy; Betsy Alexander was put in charge of the iVillage/Today Show integration; Gregg Zegras was promoted to SVP of consumer health, iVillage; and Adam Wiener was bumped up to SVP for iVillage Media.

Martha Stewart said building out the revamped site's community elements, currently limited to message boards, is a priority for the remainder of the year. While executives declined to share specifics about plans for social networking and sharing, they did say it will focus on knowledge sharing.

"We have a very passionate community offline, and we think that we can provide a platform online to not only connect with [our content], but connect with each other on their interests," said Brown.

In addition to cross-promoting the site via its above-the-line properties, MSLO will rely on search marketing. To do so it's working with search marketing firm Reprise Media and optimization specialist 360i.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...