• Ad Age , Thursday, December 7, 2006 11:01 AM

Martha Stewart Living Omnimedia CEO Susan Lyne says the company is poised to overhaul its Web strategy, changing it from an e-commerce model to content supported by advertising. Lyne said the company would shift focus away from its online catalog business, which to date has accounted for most of MSLO's online revenue.

In conjunction with the strategy shift, the media conglomerate also plans to unveil a new Web site and an improved search engine with info covering everything from dining etiquette to dessert recipes. The Web site is also launching a video series featuring "great chefs" from around the world, and Martha Stewart's handpicked classics from her TV shows.

The idea behind the new strategy-a popular one these days-is to The users will be the ones that decide whether the content is worth it, but given Martha's TV ratings and circulation numbers, there's no reason to think the brand won't succeed here, too. Lyne said the company expects to double its Web revenue to $10 million by 2010.

Read the whole story at Ad Age »