Martha Stewart kills startup Blueprint

It's worth remembering that even the big guys make mistakes, sometimes. Martha Stewart Omnimedia is folding its startup, Blueprint, rolling its print edition into Martha Stewart Weddings. According to a story in mediabistro, staffers were told that the company had "misjudged the market" for the "fresh, fun guide to personal style." The final issue will be January/February 2008.

Bluelines, the Blueprint blog, will continue and Blueprint content will carry on as special sections within the homes component of MSW.

Blueprint had been named one of the hottest launches of 2006 by min magazine and the Society of Publication Designers awarded the magazine two gold medals and one silver at its 42nd Annual Magazine Design Competition.

"We are constantly evaluating the best ways to position and grow our brands. Weddings and Blueprint appeal to women at a similar life stage and we believe this strategy will allow us to better leverage the synergistic relationship between the two publications," said Susan Lyne, President and CEO of MSLO. "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."