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Martha Stewart Developing Outsize Luxury Title

Martha Stewart has reportedly been developing a prototype concept for an oversized luxury magazine, and media buyers think the concept just might work.

High-end advertisers tend to be rather recession-proof, and they are attracted to big, beautiful photography that such an outsized luxury title would likely include, according to AdAge.

A Martha Stewart Living Omnimedia spokesperson wouldn’t comment on the possibility of a big luxe issue, saying the company has all sorts of ideas for all kinds of market segments, “including this one and several others.”

Such a launch from MSLO would join outsize titles like the newly arrived Trump magazine (10 x 12), New York magazine’s recently launched New York Look (15 percent larger than New York) and “coffee table” periodicals like Elite Traveler, Cigar Aficionado, Ocean Drive and Palm Beach Cottages & Gardens.

New York magazine’s editor in chief Adam Moss says consumers are developing a broader appreciation for the look and feel of magazines. “One thing that magazines can do a whole lot better than the web can do is be something to hold onto. People are generally also just more visually sophisticated.”

Eric Blankfein, senior vp and channel insights director at Horizon Media, acknowledges that larger magazines have a smaller audience, but says there is absolutely a market for them.