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Martha Stewart Living Omnimedia plans to begin publishing a new lifestyle magazine called Blueprint that it will aim at young women.
The magazine, focusing on decorating, fashion, beauty and travel, will cater to "modern, multitasking" women ages 25 to 45, the company said. After a first issue in May, the company is to publish a second issue in August and six issues in 2007. The company was expected to announce further details about the new magazine late Thursday.
Rebecca Thuss, the former style director for the magazine Martha Stewart Weddings, has been named editor of Blueprint. The magazine is to have a cover price of $3.50.
"There's a opportunity in this 30-something demographic for a lifestyle magazine, a magazine that would really show people how to do things," said Lauren Stanich, president for publishing at Martha Stewart Living Omnimedia.
Blueprint will compete against such titles as Real Simple from Time Inc. and Domino from Conde Nast.
The announcement marks the latest project Stewart has taken on since her release from federal prison last March for lying to investigators. Since then, she has introduced "Martha," a daytime talk show, and been host of a version of "The Apprentice" on NBC that was not renewed.
Her company's stock price has fallen over the last year. Martha Stewart Living Omnimedia closed Wednesday at $18 a share, a 34 percent drop from a year earlier. Blueprint will be a Martha Stewart project with a lot less of Stewart. In Martha Stewart Living, Stewart writes monthly columns titled "Ask Martha" and "From My Home to Yours," which run with her picture.
Stanich said that while Stewart had contributed to the concept and creative process of Blueprint, she would not have a visible presence in the magazine.
"Martha's been very helpful for inspiration," Stanich said.
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