Martha sags and
O give me a home: (Wait, I’m going to have to stop there and marvel at that heading. Okay. I can continue.) In the previous post, we were introduced to the concept of the vertical magazine brand extension versus the horizontal brand extension. While we were introduced to it, we didn’t quite understand the whole metaphor enough to fully comprehend the announcement that O, the magazine is launching a shelter book next year called O at Home. Is O at Home a vertical or horizontal extension of O, the magazine? And, if so, what direction extension does that make it of the television show or of Oprah, the branded media celebrity? This is getting confusing to me. I think I will have to e-mail Professor Husni and get a ruling from him.
Now, as to the extension itself. Am I the only one who thinks the timing is rather suspicious on this announcement? I mean in the past 48 hours, we learn that Martha Stewart’s advertising has taken a dive and that she is trying hard not to think about her trial next year and about the possibility of moving from the Hamptons to a federal prison. And then, within 24 hours, while poor Martha is still crying her eyes out to Barbara Walters, we have Oprah Winfrey doing the two-step on her grave with this announcement.
All I know is, the horizon’s the limit for jokes about this news.