Martha Stewart rings in 2012 with a canceled show, products

Martha Stewart imageAfter ending 2011 with a surprise long-term deal with J.C. Penney announced amid much fanfare, Martha Stewart is finding herself with a case of the post-holiday blues.

This week, Stewart’s company, Martha Stewart Living Omnimedia (MSLO), learned its namesake show on the Hallmark Channel, The Martha Stewart Show, will be canceled this spring. Hallmark reportedly considered the show too expensive for the small audience it generated. Still, Stewart’s audience is loyal and may follow her if she lands on another network. MSLO’s broadcasting business segment, which includes several other TV and radio properties, accounted for nearly 20 percent of the company’s revenues in 2010.

In another blow, Home Depot has said it will end its line of Martha Stewart Living-branded paint products following weaker than expected customer response. The home retailer, however, has said it will continue to offer Stewart’s color palette mixed into its Glidden paint line.  

MSLO’s long-term deal with upscale department store Macy’s, which was unpleasantly surprised in December by the Penney deal, may also be in jeopardy. The deal with Macy’s dates back to 2007.

No word on the changes from Stewart, who’s been busy tweeting and blogging about her family’s tropical vacation. Stewart has built an empire around the concept that her style of entertaining is a high art. The lifestyle maven will have a busy start to the new year crafting deals to replace the revenue lost from the Hallmark Channel and Home Depot contracts.  

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Photo by Art Comments used under a Creative Commons license.

Linnea Kirgan

Linnea Kirgan is an industry editor for First Research/Hoover's, covering retail and consumer topics. Follow her on Twitter.

Read more articles by Linnea Kirgan.

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