• Ad Age, Wednesday, December 6, 2006 11:16 AM

Martha Stewart Living Omnimedia is planning its first line of food products and will unveil a new line of scrapbook products. It's also planning a video series featuring great chefs from around the world, and will change its Web strategy from that of an e-commerce catalog to one of ad-supported content, according to CEO Susan Lyne.

Details were sketchy, however, as Lyne spoke to the financial community at the annual Credit Suisse First Boston Media conference.

The company has rapidly inked deals to get the Martha Stewart name everywhere, from a KB Home community to retailers such as Lowe's and Macy's. The flurry of activity is aimed at shoring up merchandise revenue before the company's lucrative Kmart deal expires.

Part of MSLO's Web site revamp will be an improved search function. When users request a recipe, they'll see results not only for the request but also tabletop suggestions, side dishes, desserts and even third-party links--all selected by Stewart.

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