What does the demise of "Blueprint" as a standalone magazine say about the women ages 25 to 39 at whom it was aimed?
Martha Stewart Living Omnimedia (MSLO) earlier this month confirmed it would quit publishing the lifestyle mag with the January/February issue. Instead, it will incorporate Blueprint's home-related content into Martha Stewart Weddings, saying the two magazines "appeal to women at a similar life stage."
How often the content will appear, and in what form, has yet to be determined; the company said an insert is possible. The magazine will retain a "core team" of editors; an unspecified number of personnel will lose their jobs.
Assessing the magazine's earnings for analysts last quarter, Susan Lyne, MSLO's president and CEO, described the "old model" of direct mail as costly, providing a low return and "just broken." Lyne said the traction on the Blueprint blog, Bluelines, presents "a bigger opportunity for us to tap that customer, if we can talk to her every day and we can be the first place she turns." Lyne said the move will save costs, redirect them into the publishing group, grow Internet business and "build Blueprint in a more interesting way."
The blog, at www.blueprintmag.com, will continue; the company said it "anticipates growing" its digital content "across its websites."
Blueprint, whose over line is "Design Your Life," launched in spring 2006, heavy with how-to content. It included monthly cocktail recipes and clip-and-save handbooks and covered topics from home decor to fashion and food.
The last issue of Blueprint will circulate 450,000 copies, the company said, compared with 250,000 when launched. A spokeswoman said costs associated with Blueprint were $1.7 million in the quarter just ended.
KIM YEAGER
