Since I’ve taken my share of shots at Martha Stewart in this column, several colleagues have wondered what my reaction was to the verdict.
It’s taken me a while to think of anything to say on the subject, because, well, what hasn’t been said about it by this point? But for whatever it’s worth, here’s my two cents.
The jokes have all been made, and its safe to say Martha’s cult of personality has drowned in the Kool-Aid.
But for those of us in and around marketing, this question remains: Will Martha rise again, like a phoenix out of a perfectly baked souffle?
These days, her moniker certainly isn’t what it once was, to say the least. Her television show has already been yanked off the air in many markets and the New York Times pulled her syndicated column.
And her magazine empire has been distancing itself from her for months. At the supermarket earlier this week, I noticed a copy of an arts and crafts magazine called “Kids.” Upon closer inspection, I saw that it was “Martha Stewart’s Kids” – her name appeared in mice type. But then again, maybe its something with this niche – two feet away on the same magazine rack was a similar publication called “Creative Kids,” published by Better Homes and Gardens. Their good name was in small type too, and I don’t recall their editor getting convicted recently.
But while her media stock is down, her merchandise stock is still moving at a brisk pace. Several published reports say sales of Martha branded sheets, towels, paints and other products are still strong. Maybe the cult wasn’t so blind after all. Hmmm. Could people actually be distinguishing between the woman and the products the woman sells?
Personally, I’m not a huge fan of the woman. The concept of perfection she puts forth is nuts and simply unattainable for the average American woman. And it was mighty interesting watching her babble on in an old interview “60 Minutes II” reran Wednesday about her high moral code.
But, I do admit to watching her television shows on occasion, and have gotten some useful tips from them. And, there’s a lot of good recipes on her Web site.
I don’t think we can count out Martha having a second act just yet. Of course, other divas-in-training are already lining up to take her place as America’s domestic god or goddess. I have no doubt though, that she’ll be weightlifting in the jail yard to take them on.
Brawling over bundt pans and brocade. It’s – c’mon, let’s all say it together – a good thing.
