Word: martha
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...Martha, that would be $20 billion. Even if she's only 10% right, it's not a bad business, and as we already know, Martha is 100% right. Stewart says such business "visions" come to her rapid-fire. "I have one now that I can't tell you, but it will change people's lives...
...already changed American style. The Pottery Barn's catalogs are virtual mash notes to Martha's aesthetic. This has not gone unnoticed. "Pottery Barn--total copy!" she exclaims. "They all copy. You can accept it as flattery or have your own catalog." Guess what? A catalog of Martha-inspired items, Martha by Mail, will land in mailboxes next month. She also hopes to put out a line of staples like sugar and flour. "I want people to cook," she says, pounding the air. "I'll make the piecrust, but I want people to fill their own pies...
...complex, horizontally integrated empire of Martha Stewart Living Omnimedia is based on an almost insipid ethos: make life nicer and prettier. But implementation is not that simple. She says, "It took 100 years for someone to tell ordinary people in a doable manner not how to make an Escoffier or 100 amazing recipes that you will never do on a daily basis." Instead Stewart focuses on simple perfection. "I knew that the how-to would be my niche," she says. Adds her friend, dealmaker Ronald Perelman, the Revlon mogul: "I put her right up there as one of the most...
...since June Cleaver has domesticity been so glorified or vilified. Her avid fans tape her shows and catalog the contents on index cards. On an unofficial Martha Website, they exchange information and offer to buy back issues at twice the newsstand price. And they declare their allegiance in open messages: "When she smiles, all is peace in the world," writes one. "Whoever says she's a conniving, evil, nasty, selfish materialistic witch is really, like me, envious, frustrated, totally enamored...
Maybe so, but Martha and her growing World are indisputably a recipe for success. Her company will probably head for an initial public offering on Wall Street. With her newly launched products and media outlets, Stewart's influence reaches more than 30 million people a week, in addition to the 70 million American households that already shop K Mart yearly. At the discount chain, her matelasse covers, an item usually found at the toniest boutiques, are starting to sell like garden hoses, which is just what K Mart needs to bring in the sales. "We have a million ideas that...