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Martha Stewart Embraces Pets To Attract New Ads

Mediaweek, Tuesday, March 17, 2009 10 AM

With advertising softness cutting into its revenue, Martha Stewart wants to get a bigger piece of the estimated $52 billion consumers spent on their pets in 2008. Martha Stewart Living Omnimedia will add pet-related content to its TV and radio show and in its magazines, which include Martha Stewart Living, Everyday Food and Body + Soul.

The company also plans to launch a new pet channel on its Web site, with Nestle Purina PetCare serving as the primary sponsor. The advertiser will be integrated into the site as well as in two segments on upcoming episodes of "The Martha Stewart Show."

MSLO also said it would explore the launch of pet-related products, building on its extensive merchandising business. The company's revenue last year totaled $284.3 million, down from $327.9 million the year prior.

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