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MSLO Launches Ad Net; ‘Martha’s Circle’ Includes Lifestyle Sites, Blogs

By Staci D. Kramer - Tue 06 Nov 2007 09:24 AM PST

Ace Hardware, Macy’s and Bank of America are among the first advertisers in the new Martha’s Circle, an ad network launched today by Martha Stewart Living Omnimedia. The ad network goes beyond MSLO’s own sites to lifestyle sites and blogs, including Apartment Therapy, 101 Cookbooks, Style Me Pretty and Charles and Hudson. Combined, MSLO says the combined Martha’s Circle sites deliver nearly 20 million ad page views a month; Martha Stewart. Members get 35 percent of the revenue share from Martha’s Circle ads on their sites.

MSLO’s editorial team approves sites that become part of Martha’s Circle and the sites have to agree to terms of service that include barring pornographic or other unacceptable adult-themed material, tobacco-related or alcohol-related material, get-rich-quick schemes, products or services involving deceptive marketing practices, lotteries, or gambling.

AdAge has more.

Posted in: Advertising, Social Media, Nanopublishing

Tags: macy's, martha's circle, ace hardware, bank of america,

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From John C. Smith Tue 06 Nov 2007 12:01 PM

35% to the publisher is a pretty crummy rev share, at least in the abstract.

Hard to imagine a site w/ real traffic / audience / community—e.g. ApartmentTherapy, never heard of the others—would sign on for this.

Anyone have a sense for what CPMs the MSLO salesforce can generate? I guess maybe if they’re selling at $30-40 it might make sense. But otherwise seems detrimental to a site that’s trying to build it’s own media brand.

From Royal G. Tue 11 Dec 2007 10:37 AM

I am surprised by the comment : “Members get 35 percent of the revenue share from Martha’s Circle ads on their sites”.

Who cares, you get to advertise and make a bit of cash too. Great. Never heard of the blogs, thats the point, you will this ad program.

Keep going MSO, Keep Going. Its almost the model of pyramid, but with a twist. I see not only positive numbers in the future, but networking on a grander scale between mom and pop business and commercial adverstising. It could strengthen business sales by filling in the gaps where regular advertising misses. So Mso will select the blogs that they want to adverstise, that means you need to go to the blogs that they support, and ask to advertise on those sites. Its a win win, as far as I am concerned.