Stewart's food magazine cuts the Martha ingredient; `Everyday Food' aims at the masses.(News)(Martha Stewart-branded magazine introduced)

Crain's New York Business, January, 2003

Byline: From Advertising Age. The latest Martha Stewart-branded magazine hits newsstands and subscriber mailboxes beginning today. But Ms. Stewart's imprint on Everyday Food is decidedly subtle. Unlike other spin-offs from the enormously successful flagship-the 2.3 million-circulation Martha Stewart Living-this one bears her name only in a modest tagline, ``From the kitchens of Martha Stewart Living.'' ``This is mass,'' said Ms.

Stewart, chairman and chief executive of Martha Stewart Living Omnimedia. ``This has to be differentiated a lot'' from Martha Stewart Living. Ms. Stewart has often said that properties of her publicly traded company will gradually transition away from being so closely identified with her, a move analysts and others pushed well...

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