This is the text of the October 31, 2002, press release announcing the launch of “Everyday Food” issued by Martha Stewart Omnimedia:
Martha Stewart Living Omnimedia, Inc.
to Introduce Everyday Food,
A New Magazine From the Kitchens
of Martha Stewart Living
Special Test Issues Debut With Delicious, Easy Recipes for the Everyday Cook
NEW YORK, Oct 31, 2002 /PRNewswire-FirstCall via COMTEX/ –Martha Stewart Living Omnimedia, Inc. announced today that it will launch a four-issue test of a new publication from the kitchens of Martha Stewart Living, titled Everyday Food. Everyday Food is created for the supermarket shopper and the everyday cook, featuring quick, easy recipes using supermarket ingredients for delicious weekday meals. The premier issue will be available in supermarkets and on newsstands in January. If the test is successful, Everyday Food will begin publishing with a regular frequency of ten issues per year in September 2003.
The portable, digest-sized publication includes brand new recipes developed and tested in the Everyday Food kitchen at Martha Stewart Living. Most menus are designed to take 30 minutes or less to prepare, can be made in multiple size portions and use widely available ingredients.
“For years, we have dreamed of creating a magazine that offers quick, easy and healthy recipes that use ingredients that are available to everyone, everywhere. The magazine will appeal to all home cooks — whether you are a parent with young children or a busy professional,” said Martha Stewart, Chief Executive Officer of MSO. “Everyday Food is a natural extension of Martha Stewart Living’s franchise in cooking and entertaining — one of our most popular content areas. Everyday Food will have the same quality of research, recipe testing, and clear instructions that readers have come to expect with all of our publications.”
“Our research has identified a large market of readers who are looking for new solutions to routine daily cooking dilemmas,” said Lauren Stanich, President of Publishing for MSO. “Everyday Food will offer readers quick, innovative recipe alternatives and help demystify new products and ingredients in the supermarket. The magazine itself will be very portable in digest size, fun, colorful, easy to read, and stylishly designed.”
“Just as Martha Stewart Living magazine is the authority for elegant cooking and entertaining, Everyday Food is the survival guide for innovative weekday meals. We expect Everyday Food to appeal to a mass audience and to readers of Martha Stewart Living, ” said Margaret Roach, Editor-in-Chief for MSO.
Everyday Food will also be a segment within the Martha Stewart Living television show and will be included as a distinct feature within the marthastewart.com website. This will help build MSO’s consumer audience and allow the company to cross-sell advertisers with a variety of multimedia platforms, as has been done successfully with Martha Stewart Living. The magazine is multi-advertiser supported and has an initial distribution of 750,000 copies per issue including newsstand and controlled circulation. It will have a cover price of $2.95.
Everyday Food is edited by Judith Hill and designed by Scot Schy. Helen Seligman, Associate Publisher of Martha Stewart Living magazine, will also serve as Publisher for Everyday Food.
Martha Stewart Living Omnimedia, Inc. (MSO) is a leading provider of original how-to information that turns dreamers into doers, inspiring and engaging consumers with unique content and high-quality products for the home. MSO’s creative experts develop content within eight core areas — Home, Cooking and Entertaining, Gardening, Crafts, Holiday, Keeping, Weddings, and Baby and Kids — that provide consumers with ideas and products to celebrate their homes and the domestic arts. MSO is organized into four business segments — Publishing, Television, Merchandising and Internet/Direct Commerce.
SOURCE Martha Stewart Living Omnimedia, Inc