'Blueprint' Folds, Very Few Mind Particularly

Bid adieu to Martha Stewart Living Omnimedia's Blueprint magazine, according to a memo just sent and to Fishbowlny. Apparently no one read the thing. Not surprising, considering its title, which always invoked to us an awkward how-to-be-fulfilled guide for the 25-45 architect set, rather than the "fresh, fun guide to personal style" it purportedly was. A memo sent to employees this morning says the last standalone issue will be next year's "January/February" issue. "There will be a reduction in staff associated with not publishing Blueprint as a full-frequency magazine, but we expect to re-assign a core team of employees to existing businesses and new projects at MSLO." Lucky ducks! "We believe Blueprint will be more sustainable if leveraged as part of the established Martha Stewart Weddings franchise. Both appeal to women at a similar life stage and we believe this strategy will allow us to better take advantage of the synergistic relationship between the two publications." Synergistic! Leveraged! Sustainable! Franchise! Ah, the empty marketing buzzwords used to confuse the recipients of bad news.

From: Communications Sent: Monday, December 10, 2007 10:51 AM To: MSO Subject: Memo from Susan Lyne

MEMO FROM SUSAN LYNE
After much discussion and analysis we have made a decision to produce Blueprint as focused special interest issues within the home category, which we will introduce to brides-to-be through our Martha Stewart Weddings magazine. Bluelines, the Blueprint blog, will continue and we plan to grow Blueprint digital content across our websites. We will discontinue publishing Blueprint magazine on a stand-alone basis after the January/February 2008 issue.

Our strategic plans also call for continuing to build our overall Martha Stewart Weddings business by adding destination weddings issues and further developing our weddings website.

We believe Blueprint will be more sustainable if leveraged as part of the established Martha Stewart Weddings franchise. Both appeal to women at a similar life stage and we believe this strategy will allow us to better take advantage of the synergistic relationship between the two publications. By publishing Blueprint in a special interest format, we can provide newlyweds with useful ideas and inspiration for their homes; and advertisers with a targeted platform to reach this highly desirable consumer.

The moves enable us to redirect a portion of our investment dollars into other high-potential digital media initiatives, further develop our Martha Stewart Weddings franchise and create efficiencies in our Publishing business. There will be a reduction in staff associated with not publishing Blueprint as a full-frequency magazine, but we expect to re-assign a core team of employees to existing businesses and new projects at MSLO.

I want to take this opportunity to thank Sarah, Deb, and Amy, and the entire Blueprint team for the talent, passion, and devotion they brought to this start-up. We love what they created and we'll miss reading Blueprint in print on a regular basis. But we believe these changes will position the company well in this evolving marketplace. We look forward to working with Sarah, Deb, Amy, and other members of the Blueprint team on the new special interest issues and other company endeavors.

Susan