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Monday, November 29, 2004

Martha Stewart Readers Renewing Magazine at Good Pace

She may be in prison and away from the editorial operation, but the legal troubles of Westport’s Martha Stewart apparently are not negatively impacting subscriber renewals to her flagship magazine.

A new survey found that readers are renewing their subscriptions at a pace well ahead of industry norms.

That faithful readership may help encourage the return of advertisers who haven’t demonstrated the same loyalty since the magazine’s founder became tainted by a stock-trading scandal in June 2002.

Almost 70 percent of Martha Stewart Living subscribers said they planned to renew their subscriptions, according to a September survey conducted for WPP Group PLC’s Mediaedge:cia.

The renewal rate is 19 percent better than the magazine industry average, an analysis by circulation consultancy Capell & Associates found.

It also marks a considerable recovery from the height of Stewart’s stock-trading scandal, when subscriber renewals at the magazine fell 10 percent below the industry average, according to Capell & Associates.

Before the scandal, the magazine’s subscription renewals were ahead of the industry by 24 percent.

“Subscriber renewals are really bouncing back,” said George Janson, director of print at Mediaedge:cia, which buys ads on behalf of Chanel SA and Xerox Corp., among others.

His firm commissioned the survey of Martha Stewart Living subscribers for clients who had doubts about the magazine’s vitality in light of Stewart’s personal legal woes. She is serving a five-month prison sentence for lying to government investigators who were probing her December 2001 sale of ImClone Systems Inc. stock.

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Posted 11/29/04 at 07:41 PM  Permalink



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Congratulations, Martha. Your short term pain is, as it should, reaping long term gains. The general public is very good at figuring out the truth. It is the entrenched political and judiciary systems that need fixing in their ability to weigh the truth and act accordingly. Martha gets the last laugh and it is always the best!

Posted by Dianne Hartwick on November 30, 2004 at 12:35 AM | #
 

I AM GLAD SHE TOOK THE JAIL. SHE WILL COME OUT BETTER PERSON. SHE WILL APPRECIATE THOSE WHO ARE IN JAIL WITH HER. I LOVE IT SOMEONE COMES OUT OF THE PROBLEM. MAKING MONEY WHILE HAVING A HUMBLE
EXPERIENCE.

Posted by BOB DALTON on November 30, 2004 at 02:14 AM | #
 

There was no “Stewart’s stock trading scandal.” That’s a media fiction. Martha Stewart made a legal, legitimate inconsequential stock sale like any investor. The “scandal” is with the prosecutors for their huge waste of taxpayer resources and the shameful wasting of Ms. Stewart’s resources.

Posted by Grace on December 01, 2004 at 07:38 AM | #
 

Martha is just about the only media figure today that is a truly compelling personality and I’m waiting impatiently for her release. Bush’s re-election and Martha’s conviction is the most vivid demonstration that in the American media power always wins out over truth.

Posted by Mike Kowalski on December 03, 2004 at 01:42 AM | #