The foundation of the media-lifestyle business empire put together by Martha Stewart is provided by her Emmy-winning television show and the monthly Martha Steward Living magazine - two institutions most vulnerable to negative publicity from her conviction.
WCBS in New York announced soon after Friday's verdict that it would cease airing Stewart's show beginning tomorrow. The show has been moved to less desirable time slots and viewership has declined since Stewart was charged last year.
Advertising pages in Martha Stewart Living dropped significantly-in 2003, to about 1,200 from more than 1,800, and marketers say more trouble is likely ahead.
Martha Stewart-branded goods, from furniture to bed linens, kitchen utensils and flowers have been a retailing success story for the company and for retailers affiliated with it, including Kmart and Sherwin Williams paint stores. Sales of these popular goods may be less vulnerable to Stewart's image problem. Source: Securities analysts and marketing consultants
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