Martha v. Joanna
Got any plans for the next several weeks?
Well, if you can peel yourself away from the new NFL season, the goings on in Washington and the serial hurricanes, keep an eye on the growing battle in magazineland between reigning lifestyle champ Martha Stewart, 76, and the much buzzed-about up and comer, Joanna Gaines, 30, of HGTV’s “Fixer Upper.” Stewart unveiled a re-designed
Martha Stewart Living magazine with its October issue just hitting newsstands. It features the domestic diva on the cover and larger photos and a breezier inside layout.
We’re not saying Stewart pressed for the renovation from her bosses at Meredith because Gaines’ year-old Magnolia
Journal, which is also published by the 115-year-old company, is red-hot and could pose a threat to Stewart’s empire — but we’re not saying she shouldn’t have.
Each title’s most recent issue is about fall, of course, but interestingly each carries cover teasers about stories inside on soups and on apples and each uses the word “cozy” to describe a feature on home design. Hmm. MSL’s redesign will delight Stewart’s base. The 144-page issue still contains over-the-top DIY projects, bold photos and plenty of Martha advice. In the issue, Stewart goes all in for Halloween, with glimpses of costumes Stewart has worn through the years, Halloween recipes and Halloween home designs.
Gaines, the editor-in-chief of MJ, (her hubby, Chip, is editor atlarge), is also all over her 104-page issue, putting in her two cents on home decor, food, renovations, etc. Did you know the Big Apple is her favorite city? Ours, too! Jinx, buy me a Coke.
To be sure, both issues are chock-a-block with cross promotions — showing just how aggressively both Martha and Joanna are pushing their brands. Co-branding deals abound, with ads for paint, home furnishings, personal appearances, and more!
Gaines’ title, published on heavier stock, is perhaps the magazine world’s most outstanding rookie publication. It is on fire. Gaines has 5.2 million Instagram followers, more than three time Stewart’s 1.5 million.
But Stewart’s namesake title is still the lifestyle champ. If you’re reaching for a lifestyle title for inspiration on a host of things, it’s the better choice this month.