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Martha Stewart’s new lifestyle magazine, Blueprint, debuted May 1, surprising media people hung up on the revival efforts for her flagship title, Martha Stewart Living, writes Media Life. Now, media buyers say that Blueprint is a magazine that will do well, potentially creating a new genre within women’s titles.
The test issue had 48 ad pages, including Liz Claiborne, Nestle, Crate & Barrel and Anheuser-Busch. A second Blueprint issue hits stands Aug. 28.
Blueprint gives authoritative domestic do-it-yourself advice, in addition to advising its target younger 25-to 45-year-old readers on more lifestyle matters like manners, how to make a sundress and how to make a handbag out of a scarf. Magazine staffers said that readers’ responses have been good, as Blueprint has received more than 100,000 subscription orders since its launch.
“Because we have different categories than we’ve had in Living, including beauty and fashion, and we’re reaching a different demographic,” said Sally Preston, publisher of both Blueprint and Martha Stewart Living. She continues, “we went after beauty and fashion advertisers pretty hard. We also reached some of the same advertisers as in Living, but with different products.” Current advertisers include automotive, cosmetics, home goods, skin care, fashion and liquor.
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