No surprise to rexblog readers – Martha (the magazine) rebounding: I guess I can’t say, “I’m not one to say, ‘I told you so,'” as I continually disprove that claim on this weblog. So, as one who never misses the chance to say, “I told you so,” I am happy to point to this AP story (via Forbes.com).
In a sign that many consumers aren’t concerned by Martha Stewart’s personal legal travails, readers of her flagship magazine are renewing their subscriptions at a pace well ahead of industry norms. That faithful readership may help encourage the return of advertisers who haven’t demonstrated the same loyalty since the magazine’s eponymous founder became tainted by a stock-trading scandal in June 2002. Nearly 70 percent of Martha Stewart Living subscribers said they planned to renew their subscriptions, according to a September survey conducted for WPP Group PLC’s Mediaedge:cia. The renewal rate is 19 percent better than the magazine industry average, an analysis by circulation consultancy Capell & Associates found.
As I’ve said on numerous occasions, including this from an August, 2002, post, “Magazines die when they lose touch with their readers and lose all relevance to the audience they have built. Thus, Rosie Magazine will die, but Martha Stewart (as it is a great magazine loved by its readers) will outlive the current unpleasantness.”