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MARTHA UP: Starting with the June issue, Body + Soul changed its name to Whole Living and it appears advertisers approve of the switch, as the issue is up more than 50 percent in ad revenue compared with last year. Executives at Martha Stewart Living Omnimedia shared this news on Wednesday, during a quarterly earnings conference call. Overall, publishing ad revenue rose 11 percent during the first quarter and flagship title Martha Stewart Living saw a 20 percent boost in ad pages for the April issue. The publishing division posted revenues that were essentially flat during the period, at $28.3 million. Total revenues for the company were up almost 6 percent to $53.2 million, while the net loss was narrowed to $3.8 million from $16.8 million, which resulted from an impairment charge in the merchandising segment.