Martha's Circle collates niche sites for ad network

Martha Stewart is the latest person to start up an ad network. Not surprisingly, the network comprises mostly of lifestyle and cooking sites, and offers advertisers access to a large, yet niche, audience.

by Helen Leggatt

Martha Stewart Living Omnimedia Inc. (MSLO) has joined the likes of ZoomInfo and BuzzMetrics by starting an advertising network.

Called “Martha’s Circle”, the network pulls together websites and blogs with dynamic user-bases and rich content worthy of association with the Martha brand.

Advertisers looking to target content such as kids, food, home and entertaining can do so in a niche and targeted environment, said Wenda Harris Millard, media, MSLO.

Martha’s Circle is forecast to generate around 20 million ad views a month and features well known sites such as Hostess with the Mostess, Charles and Hudson, 101 Cookbooks and Style Me Pretty.

"Today's fragmented media landscape makes it challenging to reach and build meaningful connections with target consumers,” said Ruby Gottlieb, senior vice president, managing director, Horizon Interactive, who has used Martha’s Circle for Ace Hardware. Other advertisers include Bank of America and Macy’s.

Tags: ad network, niche, online advertising

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Will Ms. Stewart ever be for the underdog? I am a 45 yr. old African american who's husband came home and paid for a divorce, my employer decided to terminate, nine days after my divorce ex gets married. So in order to pay my bills, I find this candle company and I begin to work from home. I would like to appear on Ms. Stewart's show and do something fantasic in my life and advertise my candles.

Posted by: Cynthia Coleman on August 29, 2008 00:57