Everyday Food Magazine Passes MSO Test

Posted on July 4, 2003

Martha Stewart Living Omnimedia, Inc. (MSO) announced that it will launch Everyday Food from the Kitchens of Martha Stewart Living beginning with the September 2003 issue. MSO reported that its four-issue test (which began in January 2003) received a strong response from subscriptions and newsstand sales, and enthusiastic acceptance by advertisers. The fourth and final test issue is currently on newsstands.

Everyday Food was created for the supermarket shopper and the everyday cook, featuring quick, easy recipes using supermarket ingredients for weekday meals. The magazine will have a frequency schedule of ten issues per year and a distribution of 900,000. The basic subscription price for the magazine will be $18 for 10 issues and the newsstand price will be $2.95 per issue. Everyday Food's editorial team includes Margaret Roach, MSO's Editor-in-Chief, and Scot Schy, Design Director. Lynne Dominick is Publisher.

"We are thrilled that Everyday Food, a magazine we have long dreamed of creating, has met with such enthusiasm from home cooks," said Martha Stewart, Founder and Chief Creative Officer. "In these busy times, Everyday Food meets the needs of those readers who want a quick and practical guide to the preparation of delicious, healthy everyday meals for themselves and their families. In addition, Everyday Food is a tribute to the talents and dedication of this Company's extraordinary editorial, food and design professionals. We've tailored this product for the everyday cook in all of us."

Each issue of the digest-sized publication includes more than 50 new recipes developed and tested in MSO's test kitchens. Most recipes take about 30 minutes or less to prepare, can be made in multiple size portions and use widely available ingredients. Everyday Food recipes are also featured within the Martha Stewart Living television show. Everyday Food recipes and content are also included as a distinct section within the marthastewart.com website.

MSO also plans to expand the Everyday Food brand into new product lines. Sharon Patrick, President and Chief Executive Officer, said "Everyday Food will be the survival guide for weekday cooks, which is made even more useful through television segments on Martha Stewart Living, an Everyday Food internet site, and basic essential merchandise, perfect for everyday cooks, offered under the Martha Stewart Everyday kitchen and houseware labels at Kmart, which soon will be available at Sears Canada."