The new Martha Stewart Living Omnimedia lifestyle magazine for thirtysomethings has been given the green light for a launch, according to MSLO insiders. An announcement divulging the name and particulars is expected in the next few weeks, but a detailed prototype already has successfully completed a battery of market research tests, been shown to key advertisers and gotten the go-ahead from executives. The first issue will be May 2006.
As WWD first reported in mid-July, MSLO hired former Real Simple staffers Tom Prince, Rory Evans and Elizabeth Graves to incubate what would essentially be a more youthful version of the Martha Stewart Living flagship. But given the makeup of the start-up staff, and going by persistent talk circulating within the women’s service sector, the magazine most likely will be a threat to Real Simple, covering home, design and entertaining, as well as fashion and beauty. A spokeswoman for MSLO reiterated on Tuesday that, “we are researching the thirtysomething marketplace for a women’s lifestyle magazine for 2006,” but declined to comment further.
Prince has overseen the development of the project and former colleagues say he will continue in that role once the magazine launches, presumably as executive editor. Martha Stewart Living editorial director Margaret Roach is expected to have the same title at the new magazine.