Martha Stewart kills startup Blueprint

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."
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1 Comments:
They misjudged in that people like me (squarely in Blueprint's target demographic) are too savvy to see it for what it was... pages upon pages of things to buy, buy, buy. It felt so empty beyond its beautifully art directed pages. I'm not surprised to hear it folding.
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