Martha Stewart's Listening Tour

Pin it button big

Taking a page from Hillary Clinton's book, Martha allows her minions to learn her a new trick. You can practically hear her teeth grinding in the background as Martha Stewart Living Omnimedia hired
a polling company to find out what readers of her magazine would and wouldn't like.
Taking the form of a multiple choice email, the survey was circulated "to some subscribers... to gauge their feelings on, among other things, renaming the magazine (to Living, without mentioning its founder), redesigning the cover, renaming some of the columns that now include Ms. Stewart's name and replacing at least one regular feature." With the company's stock in shambles, something needs to be done, but messing with the Coke Classic could make matters worse. As also reported in the article, "Marc Gobé, the chief executive of Desgrippes Gobé, a brand-consulting business, and author of 'Emotional Branding,' said eliminating all mention of Ms. Stewart would hurt her publication. 'It is literally burying the company before it is even dead,' he said. 'What she's got going for her is a great name, which resonates with people and has been built for years and means something else other than just the founder.'" MGR

http://www.nytimes.com/2004/04/05/business/media/05martha.html?8hpibl

http://custom.marketwatch.com/custom/nyt-com/html-companyprofile.asp?userID=maxwellr&h=npxbwejd0ID1ICSZpprclg&symb=MSO

Last week, Martha Stewart Living Omnimedia circulated a multiple-choice survey to some subscribers by e-mail to gauge their feelings on, among other things, renaming the magazine (to Living, without mentioning its founder), redesigning the cover, renaming some of the columns that now include Ms. Stewart's name and replacing at least one regular feature.

But Marc Gobé, the chief executive of Desgrippes Gobé, a brand-consulting business, and author of "Emotional Branding," said eliminating all mention of Ms. Stewart would hurt her publication. "It is literally burying the company before it is even dead," he said. "What she's got going for her is a great name, which resonates with people and has been built for years and means something else other than just the founder."

You might also like

Recommended by The Kitchn

Categories

News

Maxwell left teaching in 2001 to start Apartment Therapy as a design business helping people to make their homes more beautiful, organized AND healthy. The website started up in 2004 with the help of his brother, Oliver.

0 Comments