Martha Stewart Living Omnimedia Inc. reported direct response/Internet revenues in the third quarter of $6.2 million, compared to $6.6 million in the same period a year ago.
According to the New York company, the drop was due to lower catalog-related product sales, partially offset by higher revenue from marthasflowers, the company’s direct-to-consumer floral business. Operating loss for the direct response business was $(2.7) million for the third quarter of 2004, compared to $(2.0) million in the third quarter of 2003.
The last Martha Stewart Living catalog is planned for the fourth quarter. In 2005, the company plans to focus its DM efforts on the content portion of its Web site, the flower business and magazine subscription orders.
Overall revenues for the third quarter ended Sept. 30 were $38.7 million, compared to $51.2 million in the prior year’s quarter. Overall operating loss for the third quarter was $(16.2) million, compared to an operating loss of $(6.3) million for the third quarter of 2003.
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