Martha Stewart media reorganises to focus on digital, mobile video

Michelle Clancy | 05-11-2012

Martha Stewart Omnimedia is restructuring its portfolio of popular media brands to focus on digital, mobile and video platforms in response to strong, sustained trends in how audiences consume and engage with media content, while streamlining its approach to broadcast and print distribution.

The new actions include transitioning Everyday Food from a print publication to a digitally-focused brand and exiting Whole Living. Following the reorganisation of the company's broadcast TV group earlier this year and its recently announced partnerships with Hulu, The AOL On Network and FremantleMedia, these initiatives accelerate the company's strategic plan, leading to $33-35 million in annualised cost savings, it said.

The company's media portfolio restructuring actions start with expanding the reach, frequency and audience of the Everyday Food brand across multiple digital platforms. Beginning in 2013, more Everyday Food content will be available online at, on the Everyday Food YouTube channel and via the popular daily video newsletter, Everyday Food with Sarah Carey.

Martha Stewart is also partnering with The AOL On Network and Hulu to deliver popular video content – in both full episodes and short-form video – across new platforms.

And, the reorganization of the broadcast group includes expansion beyond the TV platform to create and distribute premiere multi-platform digital video content, including the recently announced venture with FremantleMedia, a key player in the global content and brand space, to co-develop programming featuring contemporary lifestyle personalities.
It is also introducing several new digital video series made for the Web, including the upcoming Countdown to Christmas, the first Web-focused series featuring Martha Stewart.

"The initiatives announced today, coupled with those we've taken over the past year, further the emphasis we have been placing on digital, mobile and video platforms, reflecting our commitment to put our expert lifestyle content in closer reach of consumers, with greater frequency and in the ways they demand today and will expect even more in the future," said Lisa Gersh, president and CEO.