Martha Stewart's PR nightmare may be over, but the jury still is out on whether the domestic doyenne will be fully rehabilitated in the eyes of the world. Ratings for the Sept.
20 premiere of NBC's "The Apprentice: Martha Stewart" were decidedly weak, ranking No. 66 in primetime Nielsen ratings, per USAToday. But if the show tanks,
Martha always has her namesake Martha Stewart Living, one of the most widely circulated shelter titles featured in this week's Metrics chart.
While ad pages for MSL took a dive during the diva's trial for insider trading, they have since bounced back, with ad pages up nearly 18% through October compared with
the same period last year, according to PR News sister publication Media Industry Newsletter (min). Ad pages for legacy shelter titles like Better Homes
& Gardens and Good Housekeeping, meanwhile, are up only slightly. But the shelter titles' ad pages aren't necessarily the concern of PR pros, per se, who
should be more focused on finding unique design/decoration/food/travel/inspirational stories these titles distribute to massive (and loyal) audiences.
| Publication/Web Site |
Circulation
|
Editorial Profile |
|---|---|---|
| Better Homes & Gardens |
7,634,170
|
The mother of all shelter books, BH&G was launched in 1922. Articles encompass home-improvement and family-oriented topics. Editorial highlights include sections on food and appliances, building and do-it-yourself projects, decorating, family money management, travel, gardening, healthcare, parenting, family car care and home/family entertainment ideas. |
| Good Housekeeping http://www.goodhousekeeping.com |
4,639,941
|
Written for the contemporary homemaker. Articles focus on food, nutrition, fashion, beauty, relationships, home decorating, health, childcare, and other consumer and social issues. Each issue delivers a mix of inspirational and personal stories, trusted information, and closely researched investigations and reports. |
| Martha Stewart Living http://www.marthastewart.com |
1,928,627
|
Launched in 1990. Provides consumers with the information, ideas and confidence they need to raise the quality of living and lifestyle in their homes and in a variety of activities that form the core of home life. Edited for discerning, quality-conscious readers, the goal is to inform and inspire, to teach and to demystify a broad range of subjects. |
| Country Living http://magazines.ivillage.com/countryliving.com |
1,706,017
|
Edited for suburban and city dwellers interested in decorating, gardening, home building and remodeling in the country style. Offers information on collecting antiques and reproductions; country cooking; and reviews of food, wine, travel, events, books and films. |
| Sunset http://www.sunset.com |
1,445,407
|
Published in five monthly zone editions: Pacific Northwest, Northern California, Southern California, Southwest and Mountain. Designed as a regional lifestyle magazine, it focuses on living well in the western United States. Written for educated, affluent homeowners who lead active lives and who are interested in cooking and travel. Features focus on the four primary lifestyle categories of food, garden, home and travel. |
| Country Home http://www.countryhome.com |
1,265,174
|
Created as a lifestyle publication for readers interested in American history, style, craftsmanship, tradition and cuisine. Included are features on the latest decorating trends, new products and discoveries, cooking, gardening and home-entertaining ideas. |