Martha changes her recipe

Previously serious
In one aired clip, Stewart makes an unannounced visit to a fan's kitchen as the woman is preparing dinner. "How would you feel if I showed up at your house?" Stewart asked the camera before marching inside to be greeted with hugs and phone calls to neighbors about the celebrity in their midst. All that's missing is the typical reality-show element of a big-money payday or viewers' votes to determine the outcome.

All in all, it feels like an ambitious rethinking of the Martha franchise. The challenge will be to make it also feel authentic. While Stewart may indeed project a warmer, more fun-loving presence, many of her fans have come to expect the air of distant perfectionism that she has always projected.

Her former TV show distinguished itself with its lack of gimmicks. Stewart was there to show you the best way to treat tomato plants or whip up an extravagant souffle. It was all very serious. Even the family Christmas specials featured more craft-making, cooking, and decorating than hugging and people talking about their feelings.

Bringing MSO cheer
No one knows for sure how advertisers feel about the new format. Despite the hearty applause and laughter at the May 2 event, they haven't exactly been racing to support her brand. On Apr. 26, Martha Stewart Living Omnimedia posted a loss of $19.2 million for the first quarter and projected losses for the second quarter as well. Revenue also fell to $38.7 million, from $44.5 million a year earlier.

Nonetheless, the mood has noticeably brightened in the halls of MSO. With its famed founder back at work and new talent streaming in under the leadership of Chief Executive Susan Lyne, the company's fortunes seem to be slowly on the mend.

A key question remains, though: Can Martha & Co. convince advertisers and viewers that nobody can match the unique appeal of Martha the Personality, even as her image morphs to fit the reality-TV mold? As they say in TV Land, stay tuned.

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