Word: martha
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Dates: during 2000-2009
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...reminiscent of that ultimate style-over-substance title, Wallpaper* (published by Time Inc., which also publishes TIME), but instead ReadyMade--with a circulation of 70,000--is aimed squarely at those who don't aspire, who don't want to buy anything. Except, of course, they do. Mirroring Martha's association with Sherwin-Williams, ReadyMade is working with Urban Outfitters to develop a co-branded line of paint. While the under-35 set might sniff at the consumption of the boomers, 25-to-34-year-olds wield about $176 billion in annual spending power, according to the Conference Board...
...says he was a slave to the Martha aesthetic until he realized that in addition to running a restaurant, he was working as the unpaid stylist of his life. The 37-year-old "cured" himself by "deconstructing the notion of the American Dream home." He and his wife, a chef, sold their home and restaurant in Michigan and moved to Maine, where Ho founded Rescue magazine. After two issues, Rescue has a circulation of 45,000, indicating that there are others like him. He says his current abode does not resemble a tear sheet from a shelter magazine...
...Donna Hay's aesthetic is the opposite of defiantly shabby. The world of her books, including Off the Shelf and Modern Classics, and of an eponymous magazine--which has achieved cult status among U.S. foodies despite being so out of season with the northern hemisphere--is more minimal than Martha's. But any hint of unpalatable perfection is punctured by the Aussie herself, whose longtime companion, Bill Wilson, is the local butcher...
Those in the know place her as a key contender, despite her not having that essential ingredient: her own TV show. "The next Martha? Who knows. Not impossible," says Ruth Reichl, the editor in chief of Gourmet magazine. "She's the only one who is a cook, a stylist and a businesswoman." Barbara Fairchild, the editor in chief of Bon Appetit, is equally impressed. She describes Hay as "such a down-to-earth person. She's not Martha, and I think a lot more people can identify with her. She struck me as someone who would be pretty easy...
MaryJane Butters ("pioneer Martha") can tell you how to raise a pig. A few years back, she was camping out under the elements because she couldn't afford to rebuild her cottage after it burned down. Today she has a $1.3 million, two-book deal with Random House's Clarkson Potter. In her first title, due out in 2005, Butters, who made not having to leave her farm to do a book tour a condition of signing the deal, is expected to address everything from livestock to slipcovers...