Martha Stewart plans global media expansion

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The Independent Online

American cookbook author and TV personality Martha Stewart plans to release versions of her namesake magazine across the UK, Australia and New Zealand. Other titles are planned for release in Egypt, Kuwait, Lebanon and Saudi Arabia.

US Home and lifestyle personality Martha Stewart's namesake magazine, Martha Stewart Living will make a debut in the United Kingdom, Australia and New Zealand, from September 2010. A previous issue of the US magazine contained features such as ‘Relaxed entertaining' and ‘Great Style Ideas for every room.'

The businesswoman, cook and TV personality's other titles including Everyday Food and Martha Stewart Weddings will see versions launched across Egypt, Kuwait, Lebanon, Saudi Arabia and Syria in September.

 An Indonesian version of Martha Stewart Living will be available in August, to supplement the flagship publication which already exists in numerous countries outside of the US including Poland, Thailand and South Korea.

Across the global market Martha Stewart Living will have to compete with already established titles in the same genre. The top lifestyle/home and garden magazine in Australia is Australian House and Garden, Ideal Home in the UK, Better Homes and Gardens in the US, and Life and Leisure in New Zealand. Reliable statistics were not available for Thailand, South Korea and other countries.

Several industry monitoring groups such as The Washington Office of Financial Management, Family and Parenting and the New Zealand government predict the next big trend in home improvements will be a reduction in average home size, the average family requiring a smaller living area due to better, more space-conscious designs of household goods. An increased focus on environmental and technological concerns is also forecast.  

The UK edition of Martha Stewart Living, distributed under agreement with Pizzazz Media, is estimated to gather a circulation of 50,000 and will cost £3.75 (€4.50)