Blueprint’s Paper Edition Abandoned

    December 11, 2007

If you’re not familiar with Martha Stewart’s Blueprint, well . . . you’re not likely to become better acquainted.  A digital version should live on, but the magazine will cease to be a standalone publication.

Blueprint was aimed at a younger group of women than the typical Stewart crowd, so the change of plans might be considered a proper adjustment, rather than an admission of failure.  That’s certainly the way Martha Stewart Living Omnimedia is looking at the matter.

“The moves enable MSLO to redirect a portion of its investment dollars into other high-potential digital media initiatives, expand its weddings franchise and create efficiencies in its Publishing business,” states a release.

Still, a number of people have lost their jobs over this, and the New York Post puts the financial harm at $10 million.  In light of the current economic conditions, Blueprint’s failure looks somewhat justifiable, yet it won’t help the “old media” side of any argument.

Now we’ll just have to wait and see if it’ll do the new media side any good – there’s no reason to believe that the Blueprint site’s long-term success is assured, either.