5 Blogs Before Lunch

Fine Living Set To Make Fun of Martha Stewart

The cable network Fine Living is set to launch a new original comedy series designed to mock Martha Stewart. And, apparently she's OK with it. For good reason.

The show, called "Whatever, Martha" is a 30 minute critique — in “candid and often acerbic” language, according to the channel — of old clips from her 1990s cooking and craft show. Fine Living.

And here's the punch for this punchline. The co-hosts of “Whatever, Martha!” are Ms. Stewart’s daughter, Alexis Stewart, and Jennifer Koppelman Hutt, who is the daughter of the chairman of Martha Stewart Living Omnimedia, Charles Koppelman.

From The New York Times: Martha Stewart is not widely known for her sense of humor. But she is in on this particular joke. In fact, she created it, dreaming up the premise after watching reruns of “Mystery Science Theater 3000” during a sleepless night. That series, produced from 1988 to 1999, delivered sarcastic commentary about old horror movies, and had blossomed into a cable cult hit.

“They promised not to be mean, and I had to trust them,” Ms. Stewart said in an interview. “I’m not going to have a heart attack.”

The article goes on to say...
Alexis Stewart said in an interview that the sometimes harsh opinions — nothing is off limits, including her mother’s clothes, fastidiousness and habit of mixing sexual innuendo with her household hints — is simply the truth.

“She would say it herself,” she said. “Given a drink or two.”

Martha Stewart Banned in Britain

Of all the societies in the world, you'd think the British would embrace Martha Stewart's rules of etiquette, delicate color choices and stiff upper lip.

Apparently not.

Martha Stewart has been banned from Britain -- denied permission to enter because of her 2004 conviction for obstructing justice.

Martha Stewart Living's CEO Has Resigned

Martha Stewart Living Omnimedia announced that Susan Lyne has resigned as CEO of the media and licensing company. She will be succeeded by two co-CEOs from inside the company: Wenda Harris Millard and Robin Marino.

Lyne had been Martha Stewart's CEO since 2004.

More at The Wall Street Journal

BAM! Martha Stewart To Buy Emeril Lagasse

Martha Stewart Living is buying the rights to the Emeril Lagasse franchise of cookbooks, television shows and kitchen products for $45 million in cash and $5 million in stock at closing.

The AP reports that the deal does not include "Emeril's Homebase", which includes Lagasse's 11 restaurants and corporate office.

Lagasse joined the Food Network in 1993 and has hosted over 1,600 shows. His programs "The Essence of Emeril" and "Emeril Live" reach more than 85 million homes daily.

More at Forbes.

Marthapedia

Last May I posted about Martha Stewart's upcoming "MySpace for Women." Now, thanks to a tip by 5 Blog's "Ever Loyal Reader" we have the details of this venture.

It seems that "Marthapedia.com" is really the new name for Martha's new website which will be designed to encourage user-generated content and community. But, unlike social networking sites, it will be closely monitored for content, and seeded with instructional material from Martha.

From Advertising Age:

Martha Stewart, the paragon of expertise as content, is adopting the style of social media for her next website -- to be called "Marthapedia." But Ms. Stewart, who didn't get where she is by suggesting that the hoi polloi know more than she does, made clear that Marthapedia will not be so freewheeling as, say, Wikipedia. Editors at Martha Stewart Living Omnimedia will check to see if the public's ideas are better than their own, she said.

The site initially will be seeded with existing content from Martha Stewart Living Omnimedia, such as Martha Stewart's Homekeeping Handbook, but will open for information and suggestions from the public, Ms. Stewart told an Advertising Week audience this morning. "It will be a very interesting site," she said.

Martha Stewart To Sell Gallo Wine

It has been announced that Martha Stewart Vintage, a $15-a-bottle chardonnay, cabernet sauvignon and merlot, will be produced and distributed by E. & J. Gallo Winery, and made from grapes grown primarily in Sonoma County.

The Wall Street Journal questions whether consumers will regard Martha as an expert in wine, as they do in entertaining and other home-related skills.

Thw WSJ says that Gallo is expected to heavily promote the Martha wine, with print ads and other marketing efforts. Martha Stewart Vintage labels will feature a calligraphy-like design with her initials; but the name Gallo won't appear anywhere on the label.

5 Who Could Have Martha Stewart Over For Lunch: Rachel, De Laurentiis, Tyler, The Barefoot Contessa and Nigella Lawson

There aren't many who'd be bold enough, and skilled enough to have the Domestic Diva over for lunch. But these folks could hold their own and whip up a souffle even her Martha-ness could approve.

Rachel Ray: Scrappy
Giada De Laurentiis: A pixie
Tyler Florence. He's a real man in the kitchen. The former exec chef at Cafeteria in NYC and host, and author--Tyler is "The Ultimate"
Ina Garten as the "Barefoot Contessa:" Living the Hamptons life--well
Nigella Lawson: The "English Muffin"--Sexy and hitched to a Saatchi

Happy Thanksgiving from 5 Blogs Before Lunch, and 5 Gravy Tips from Martha Stewart

Today is a day for giving thanks, and serving the perfect gravy. Martha says: If it seems greasy, a fat separator should eliminate this problem. If you discover that your gravy is oily toward the end of its preparation, skim off as much fat as possible with a wide-bowled spoon.

And, 5 other tips:

1). If it's doughy tasting or chalky, make sure the flour has been cooked long enough: When flour is added to the pan drippings or butter, whisk constantly while the mixture cooks until it turns a deep golden brown and smells nutty. If the gravy tastes floury when you're almost finished, turn up the heat to maintain a rapid simmer for several minutes; then thin it again with more stock or water if necessary.

2). If it has lumps, strain gravy just before serving, using a fine sieve; discard solids.

3). If it's too thin, simmer over medium-high heat, allowing liquid to reduce. If your gravy is still too thin, add a beurre mani: Make a paste of equal parts flour and softened unsalted butter, and add it a little at a time, whisking constantly, until the gravy thickens.

4). If it's too thick, gradually whisk a little stock or water into the gravy until it reaches desired consistency.

5). If it lacks flavor, you should adjust seasoning as necessary with coarse salt and freshly ground pepper. If you use canned stock instead of homemade, the gravy might lack depth of flavor. Homemade stock, even made with chicken rather than turkey, will produce a superior gravyso it's worth the effort

Martha's Turning 65, and She's Only Getting Going

It has been a while since I've blogged about Martha Stewart (see Martha Stewart category archives at left). Let's get up to date, shall we?

Without public notice to 5 Blogs Before Lunch, Martha has always been a busy brand, and lately she's had a lot of good news to report. Advertisers appear to be returning to her magazine, which contributed to Martha Stewart Living Omnimedia's reporting a significantly reduced loss for last quarter ($1.17 million, or 2 cents per share, in the three months ended June 30, compared with a loss of $33.49 million the previous year's quarter) and she continues on a tear in multiple business ventures--omnimedia ventures--if I might dare to say.

From The New York Times: "'We have a clear roadmap for growth that gives us confidence in the future of our business and in our ability to increase shareholder value,'' said Susan Lyne, president and CEO, in statement. ''We have successfully navigated a difficult period and are enjoying significant gains in advertising revenue and new business opportunities.''

Since completing her prison sentence in March of last year, Martha Stewart Living has stepped up a number of new initiatives, from new magazines to developing branded homes with builder KB Home. And, in June (2006), the company and Eastman Kodak Co. announced a deal to develop a line of Martha-branded personalized photo products. Oh, and the company also expects a big revenue boost from its partnership with Federated Department Stores Inc. to produce a collection of Martha Stewart home merchandise for Macy's stores.

And, while The Donald skewered her TV shows The Apprentice with Martha Stewart and Martha, we can only assume this is more about the ugly green monster lunging from Trump's ego-driven brand than a true critique of these projects.

Magazine-maven, TV celebrity, home builder, photo, furtniture and housewares lines. Oh my. That's Martha. Oh, and did I mention the Martha Stewart Living Radio channel on Sirius Satellite Radio Inc.?

On Thursday's Martha show:

Eric Close & Charo

So, now you're up to date on everything in Martha-land. Oh, and by the way, Happy Birthday Martha, who will turn 65 on August 3.

Actor Eric Close joins Martha in the kitchen to make a Simple Supper: Tequila-Orange Grilled Shrimp, a meal that you can prepare in less than 30 minutes. Then, entertainer Charo visits, performs in the studio, and reminisces with Martha about their first meeting. Plus, Lucinda Scala Quinn, a host of the PBS series Everyday Food, shares her recipe for Jamaican Jerk Chicken—a perfect dish for summer.

Martha Stewart Creates "MySpace" for Adult Women

Martha Stewart plans to start an online social network aimed at adult women.

Martha Stewart Living Omnimedia has announced that the network, scheduled to launch in the second half of 2007, would appeal to women aged 25 to 45, and allow members to share photographs, scrapbooks, recipes and similar projects with one another and home design experts. The social network would be a dedicated section of the existing Marthastewart.com website.

MSLO's entrance into the social networking space follows the success of Facebook, Friendster, JibJab Media's JokeBox.com, Sisterwoman.com, and MySpace which boasts more than 56 million members.