• by Laurie Petersen , November 7, 2007

Martha Stewart Living Omnimedia unveiled Martha's Circle, a collection of leading lifestyle sites and blogs handpicked by editors and experts, to serve as a network for advertisers.

The new network provides a way to buy online ads on high-profile, established lifestyle sites generating nearly 20 million monthly views. They include Apartment Therapy, 101 Cookbooks, Style Me Pretty and Charles and Hudson.

"As Internet users become passionately engaged with lifestyle sites, we want to enable marketers to reach consumers in a targeted, niche environment," said Wenda Harris Millard, president, media, Martha Stewart Living Omnimedia, Inc. "Like marthastewart.com, these Martha's Circle sites have been chosen for their strong editorial voice, a unique visual design and loyal audience. We will continue to grow the network as our editors identify sites with rich lifestyle content and a dynamic user base."

"Today's fragmented media landscape makes it challenging to reach and build meaningful connections with target consumers. We need to communicate with them as they move across media platforms, while associating with strong brands that embody a compatible standard of excellence," said Ruby Gottlieb, senior vice president, managing director, Horizon Interactive.

Among the first advertisers to use Martha's Circle are Ace Hardware, Macy's and Bank of America.

Participating advertisers can focus on specific content areas within the network such as food, kids, home, and entertaining, and to work directly with MSLO to identify target sites that map to their branding needs.