• by Erik Sass , March 5, 2009

When Martha asks for a makeover, it better be good. So the stakes were high for the redesign of Martha Stewart Living, the flagship magazine of Martha Stewart Living Omnimedia. A look at the April issue--the first with the revamp--suggests that the redesign is aimed, at least in part, at attracting new advertisers. It appears to have achieved its mission--maintaining brand and editorial continuity while creating new niches for advertisers.

In aesthetic terms, the magazine has a simpler, crisper, slightly less ornate feel. On the editorial side, it is introducing new content categories that are mainstays of women's magazine advertising. Two new (and related) categories tapped by MSL are health and beauty, represented by a new column called "Apothecary." An editorial strategy linking beauty and health has proven popular among women. There's also fashion content: the April issue includes jackets for spring "modeled by our stylish staff members."

The magazine will also bring back "Martha's Calendar," an occasional personal column that will double as a travel diary, compiling the domestic guru's aesthetic finds on travels abroad. The first takes her to Prague. Other changes include a new last page--formerly cookie of the month, now "The Last Course." The changes were explained in a letter to readers from Michael Boodro, the outgoing editor in chief, who announced on Jan. 30 that he would be leaving the company.

8020 Gets Bought

In a rare piece of good news for the struggling magazine business, 8020 Publishing LLC found a buyer--or rather, buyers--in the form of private investors that supplied the cash to keep the user-generated publisher going. This happy ending almost wasn't: in January, 8020 looked to be a goner, with President and CEO Mitch Fox sending out an email explaining that he would have to shut the business down. But as his email circulated, Fox received a number of messages from possible buyers expressing interest in the company. Retracting his earlier note, Fox said the company was for sale and spent the next two months bringing together possible investors. Under the company's new ownership, Fox is stepping down as president and CEO, but will stay on with the board of directors.

Rodale Cuts 20, Promotes 2

Rodale laid off 20 more employees this week, including Bob Ziltz, the vice president and publisher of Prevention; this equals about 2% of the company's total workforce. In the wake of Ziltz's departure, his role will be taken over by Mary Murcko, previously vice president and publisher of Women's Health. Meanwhile, Jack Essig, vice president and publisher of Men's Health, will also assume responsibilities at Women's Health formerly in Murcko's purview.

Worth Cuts Over Half Its Staff

Worth, a luxury magazine for executives, was forced to cut over half its staff in New York, and appears to be headed for a big relocation. Having cut the New York office staff from 18 to 8, publisher Sandow Media is said to be planning a relaunch of the magazine that will move most of its offices to Boca Raton, Florida, where office space and labor are presumably cheaper.