Archive·September 2005·Quoted as EVP, 1st Approach
A tale of two Marthas for blue-chip advertisers
More than 20 blue-chip advertisers paid $300,000 to $3 million each for integrations on Martha Stewart's post-prison daytime show; Jeff was the dissenting voice warning that the hard-edged Martha of the NBC Apprentice spin-off could undercut brands aligned with the soft daytime Martha.
huge risk,
He said the once-secure Stewart brand is in flux, and the tough, hard-edged portrayal of Stewart the businesswoman in “The Apprentice” could damage the softer image of a Stewart who bakes and arranges flowers in daytime TV.
If you’re a brand aligning yourself with the daytime show, the nighttime show could affect you adversely,
The hard-edged personality of Martha is going to sell different types of products than the nice Martha who arranges flowers.
