Home  › Media › Mobile
martha-stewart

Martha Stewart Dishes on MSLO Tablet Initiatives

  |  May 3, 2011   |  Comments

Also, Stewart is creating videos linked to product QR codes.

martha-stewartIn addition to bakers, crafters and designers, Martha Stewart Living Omnimedia employs significant numbers of engineers and software developers.

In a conversation with Wired Editor-in-Chief Chris Anderson at the Wired Business Conference on Tuesday, Martha herself described some of their projects - in particular the evolution of tablet formats of MSLO magazines.

She said the Martha Stewart Living magazine app for the iPad was created after a five-month development process that was undertaken in partnership with Adobe. It was recently updated to address bugs and improve download speeds.

Meanwhile the Everyday Food magazine app for iPad, which launched in February, was created with an off-the-shelf software that turned out to be a poor fit. Stewart said MSLO is now developing its own publishing software, as well as Android versions of its apps.

Stewart said she uses her iPad to watch movies, research, and write. She just bought a Samsung Galaxy Tab, which she pointed out is lighter and has a higher volume control, which she likes because she doesn't want to wear headphones. She particularly likes tablet screens because of their visibility and resolution, which "can do a real magazine justice."

And tablets can include "fantastic" panoramic photographs that go far beyond the printed page, such as appeared in an Alaska fishing story on the Living app.

Another benefit of the devices is their ability to integrate QR codes, which Stewart can place on her products at both Macy's and the Home Depot.

At Macy's, the Martha Stewart Collection includes bath products, bedding, kitchenware, furniture and rugs; Martha Stewart Living products at the Home Depot include holiday, décor, flooring, kitchens, outdoor furniture, paint and storage and organization.

Stewart has been shooting videos for products in her line - like her paint collection at Home Depot - that will be tied to these QR codes. By scanning the codes, consumers can view the videos on tablets and other devices.

"They induce you to understand the product better," she says. "They are treating the shopper to a better experience."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...