Martha Stewart Living Omnimedia (NYSE: MSO) will stop publishing its year-old home decor title Blueprint as a standalone magazine. Like many other publishers who’ve closed down magazines lately, the reason given for the move was to concentrate resources on digital. While the magazine will cease publication after the January/February issue, its related blog, Bluelines, will continue and the company says it “anticipates growing Blueprint digital content across its websites.” Blueprint will live on as a specialty issue within its home publications category. There will be layoffs associated with the mag’s demise, though the company didn’t say how many.
At least initially, Blueprint’s next versions will be aimed at newlyweds seeking advice on preparing their new home. That fits squarely within the digital strategy outlined by MSLO CEO Susan Lyne in her presentation at last week’s UBS Global Media & Communications Conference. In particular, Lyne highlighted the importance of adding a series of “planning tools for weddings and home living” online. In announcing the closure of Blueprint, the company specifically said it was doing so in part to help expand its weddings website, though it did not offer many other details. Release