Martha Stewart Living is broadening its coverage to include beauty, travel and fashion as it tries to boost its appeal with advertisers in those categories. With the April issue, Living
will introduce a fashion department as well as a health and beauty column called "Apothecary." The magazine also will begin running an occasional personal travel column by Martha Stewart. The
magazine's cover also sports a more modern look in April, with an airy, san serif font.
Gael Towey, acting editor in chief, says the additions reflect the interests of the audience of
parent company Martha Stewart Living Omnimedia. "Martha has been blogging about her trips and gets tons of hits on her blogs. She's also covered beauty on television, and fashion. We just haven't
had it in the magazine," says Towey.
This year through March, Living's pages declined 36.8% with drug, food and retail ads softening. While beauty ads have shown signs of resilience
in the current downturn, travel and fashion have been cutting back. This year through March, ads in the travel magazine category were down 22.7%. In the case of fashion advertising, Living has
to court marketers who generally prefer to run near other fashion ads.
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