Martha makes her big move

Podmolik, Mary Ellen
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, ps6
Trade Publication
This article chronicles how Martha Stewart Living Omnimedia (MSLO) has managed to operate and expand its brands which led to a successful initial public offering it conducted in October 1999. Media companies regard MSLO as the guiding light for how to turn brands into multiple platforms for consumers with specific interests and advertisers who want better ways to connect with consumers. Observers await reaction to the company's public offering, 7.2 million shares at $18 per share. The stock closed at $35.6 on its second day of trading. Analysts and advertising buyers note several strengths in MSLO that set it apart from competitors. Its ability to cross-sell and cross-promote means research and development costs can be spread across the company, so more research and development can go into every idea.


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