New MarthaStewart.com vying for top ‘lifestyle’ destination
Martha Stewart Living Omnimedia Inc. has rolled out the revamped Marthastewart.com with aspirations to be a leading online lifestyle destination. The new site offers faster access to the world of Martha Stewart, including the best of a multimedia library, instant search and find capabilities and editors’ picks for the “preeminent” lifestyle ideas on the Internet. The move represents a shift away from a web site focused on selling goods to one designed to bring customers back again and again, building loyalty and attracting advertising revenue.
MarthaStewart.com visitors now can navigate by lifestyle interest or search and browse by media property. In addition, the site’s “look and feel” echoes the design aesthetic and creative excellence that consumers have come to expect, the company says.
Featuring selections from Martha Stewart Living, Everyday Food, Martha Stewart Weddings, and body+soul magazines and the Martha Stewart Show, the site also highlights the company’s newest magazine, Blueprint, with a blog called Bluelines written by its editors.
“This web re-launch is an important company-wide priority because we know what a huge advertising opportunity the Internet presents,” says Susan Lyne, president and CEO, Martha Stewart Living Omnimedia, which is No. 367 in the Internet Retailer Top 500 Guide. “The estimated 102 million women online are clearly underserved in the lifestyle arena. We are ideally positioned to serve as the ultimate lifestyle destination on the Internet, providing instant solutions, edited selections and endless inspiration,” she adds.
New search and navigation tools were implemented to make the site faster and more intuitive. Users can browse by content category, such as food, entertaining, home and decorating, or by media -- magazine, television/video and radio. The site also lists the top seven searches in each category.
A new feature enables advertisers to present their products across Martha Stewart brands by leveraging the web to reach their key demographic -- women 18 to 49 -- while they are researching projects, refining recipes, or creating “to do” lists.
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