Martha Stewart Who We Are WHO WE ARE
Our Philosophy We are inspired by the beauty in the world around us.
We create experiences that are rich and lasting.
We believe that the home is a place of creative expression.
We are cultural tastemakers combing the world for the most innovative and noteworthy ideas.
We enjoy sharing ideas—making, doing and living.
We believe consumers deserve beautiful, innovative, affordable products for their homes.
We partner with only the best to deliver them.
and… We elevate the everyday, EVERY DAY. WHO WE ARE
Our Everyday Principles
We strive to surprise, delight, and inspire.
We innovate and invent. We don’t copy or repeat.
We are leaders, not followers.
It’s a good thing, until you discover a better thing. WHO WE ARE
Our Brand Words
Informative
Inspiring
Beautiful
Celebratory
Surprising
Authentic
Functional
Well-made
Affordable WHO WE ARE Universally Recognized Expertise
53% of consumers sight Martha Stewart as the top of mind person for lifestyle ideas and information on the home.
When asked what the Martha Stewart brand stands for, consumers answered: quality, style and value.
88% of those who have purchased Martha Stewart products say they would recommend the brand to friends/family.
20 million women say they would go to a store specifically because it carries Martha Stewart products.
0ver 79% say Martha Stewart influences the way they think about, organize, and manage their homes.
Source: Public Strategies Brand Trcking, August 2011 Martha Stewart What We Do WHAT WE DO
Our Businesses
Print Television Mobile & Digital
Social Books Branded Products WHAT WE DO: print Martha Stewart Living QC ____ DC____ AD____ DP____ Edit: MH____ KK____ COVER
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Children at Home 40% number 227
october 2012 marthastewart.com
Cover_L1012COVA [Print].indd 1 8/15/12 5:48 PM magazine, ipad edition, special issues WHAT WE DO: print Martha Stewart Weddings
Martha Stewart Weddings helps brides define their personal wedding style and bring their profoundly unique celebration to life. We create beautiful and original ideas that span every detail of the big day–from the proposal to the honeymoon and beyond.
Demographics Median Age 27 Median HHI $96,738 HHI $75,000+ 64% HHI $100,000+ 41% Median Wedding Size 138 guests
magazine, ipad edition, special issues WHAT WE DO: print
Everyday Food
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Children at home 45% EdF TEMPLATE 3-19-12 cover_E1012COVAf.inddmagazine, 2 ipad edition, iphone app, special issue8/25/12 and 8:16 PMbooks Principal shoppers 78% Total Circulation 1,058,521 WHAT WE DO: print
Whole Living
MA ____ AD____ DS____ DC____ GP____ Edit: CP____ CE____
Whole Living aims to inform, why trying new things may be the MA ____ AD____ DS____ DC____ GP____ Edit: CP____ CE____ why trying new things may be the secret to long-term happiness ThE NovElTy FACTor secret to long-term happiness ThE NovElTy FACTor october 2012
entertain and inspire forward october gluten-free breakfasts body+soul in balance tHe beSt 2012 | thinkers who are passionate natural wrinkle removers breAkfASt recIPeS WHAt If ONe ever! SMALL (ThAT juST | the secret to happiness? cHANge hAPPEN To bE about pursuing a better balanced cOULd GluTEN- IMPrOve FrEE) yOUr | medicine cabinet makeover NAtUrAL gluten-free breakfasts WHOLe LIfe? WrINkLe lifestyle for themselves, their body+soul in balance reMOverS NOW AvAILAbLe ON tHe iPad! free AcceSS WItH A PrINt SUbScrIPtION A MArtHA SteWArt PUbLIcAtION Gluten-free coconut families and the planet. OctOber 2012 muesli and fall- wholeliving.com fruit parfait, pg. 112
tHe beSt Number 70 | natural wrinkle removers breAkfASt covermaB1012F.indd 5 8/17/12 12:55 PM Demographics recIPeS WHAt ever! Total Audience 4,200,000 If ONe SMALL (ThAT juST | the secret to happiness? cHANge hAPPEN Total Rate Base 750,000 To bE cOULd GluTEN- Readers Per Copy 6.0 IMPrOve FrEE) Female/Male Ratio 90%/10% yOUr | medicine cabinet makeover WHOLe NAtUrAL LIfe? WrINkLe Median Age 45 reMOverS Employed 73% Professional / Managerial 40% NOW AvAILAbLe Married 66% ON tHe iPad! free AcceSS Children in Household 44% WItH A PrINt SUbScrIPtION A MArtHA SteWArt PUbLIcAtION Own a Home 80% Gluten-free coconut OctOber 2012 muesli and fall- wholeliving.com fruit parfait, pg. 112
Any College 85% Number 70
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Television
Martha Stewart television broadcast worldwide in: 20 countries Dubbed or subtitled in 9 languages WHAT WE DO: print 19 International Editions Published in 6 languages U.S. Tablet Editions Downloaded outside the U.S. 30% MS Living 38% MS Weddings 25% Everyday Food 17% Whole Living WHAT WE DO: print Special Interest Publications WHAT WE DO
Living the Good Books Long Life By Martha Stewart Martha has published: Slated for May 2013 Publication
77 books Martha’s 78th book More than 500,000 Published in 1982, copies sold now in its 30th printing Printed in: 10 languages
Distributed: worldwide
More than 700,000 13 weeks on the New York One of the bestselling copies in print Times bestseller list craft titles WHAT WE DO Martha Stewart Digital
marthastewart.com Total unique visitors 7.4 millionaverage per month
International: 26%
International Growth Q1 2012: 1,842,000average per month Q1 2011: 1,162,000average per month
% change: +59%
…and growing Source: ComScore WHAT WE DO Digital and Mobile Devices
Craft Studio App Cocktails App Egg Dying App
downloads: 364,893 downloads: 19,909 ipad International 30% downloads: 23,757 iphone International 43% 14,390 iphone International 25% International 25-30%
Smoothies App Cookies App Everyday Food App
downloads: 31,884 ipad International 28% downloads: 45,719 ipad International 26% downloads: 30,769 iphone 32,348 iphone International 30% 14,500 iphone International 26% International 48% WHAT WE DO Social Media Facebook Twitter instagram Total global fans Total global followers: Total global followers: 700,000+ 3,320,000+ 6,500+ International 36% International 48% of “clicks”
Pinterest Google+ Total global followers Total global followers: followers across 350,000+ 1,315,700+ all brands: 5,692,200+ …and growing WHAT WE DO Branded Products
Sales in 2011 Branded Project Partnerships Products in Stores U.S. Retail Doors 1 billion+ 31 8,500 38,000+
SMALL VERSION 0.5" to 0.75" WHAT WE DO: branded products WHAT WE DO: branded products
Launch Date: September 10, 2007 Doors: 658 (US) http://www1.macys.com/shop/for-the-home/martha-stewart-collection?id=42151&edge=hybrid
Food Prep Bedding Bath
China Decorative Housewares Holiday WHAT WE DO: branded products / home
Launch Date: February 1, 2010 Doors: 2,146 (US and Canada) http://www.homedepot.com/webapp/catalog/servlet/ContentView?pn=SPC_BRD_MSL_Decor
Paint Cabinetry Décor Outdoor Living
Garden Furniture Storage & Soft Flooring Organization WHAT WE DO: branded products | crafts
Launch Date: May 1, 2007 Doors: 11,686 (Worldwide) http://www.eksuccessbrands.com/marthastewartcrafts/
Paper Crafting Paint Yarn WHAT WE DO: branded products | pets
Launch Date: July 1, 2010 Doors: 1,232 (US, Puerto Rico & Canada) http://pets.petsmart.com/brands/martha-stewart/
Clothes Grooming Toys Bowls & Feeders
Beds Collars, Leashes, Cleanup Harnesses WHAT WE DO: branded products | office
Launch Date: February 12, 2011 Doors: 1,999 (US, Canada, UK & Australia) http://www.staples.com/sbd/cre/products/martha-stewart-home-office
Binders & Dry Erase Decals Filing Journals & Accessories Notebooks
Stack+Fit Desk Labels, Tags, & Bands Sticky Notes & Accessories NoteTabs WHAT WE DO: branded products | cleaning http://www.marthastewart.com/271441/martha-stewart-clean At Martha Stewart, we surprise, delight, inspire, and celebrate the everyday, EVERY DAY.