Though Blueprint will feature more of the fashiony projects, the other magazines will feature more practical and not-so-practical projects, such as dog raincoats and beds. "Oh, you'll see," she said with wide eyes, "we have a whole crafts story on what I made for my dogs in the [September] issue." SVP and Stewart also will create a Sewing Corner on her daytime talk show, "Martha," to feature projects using the SVP machines.
Meanwhile, appearing in May will be a line in craft retail chain Michaels with more than 500 Martha branded products — mostly tools for scrapbooking, party decorations and organizing. There's a line of paint, Martha Stewart Colors, rolling out in Lowe's this spring, and branded rugs and lighting products rolling out through the summer. Then, in the fall, Macy's will roll out a line of Martha Stewart branded home goods, from sheets, bedding and towels to bathroom accessories and kitchenware. In total, more than 1,500 products will be available staring in September in 800 Macy's stores. Finally, Martha's product line in Kmart will stay in stores through 2009.
So, fear of overexposure is obviously not a concern at Martha Stewart Living Omnimedia. — Stephanie D. Smith