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Martha aims magazine at school-age kids

Published Sep. 10, 2005

Just call her Martha the Conqueror. With the debut of Martha Stewart Kids, Martha Stewart adds another check mark to her list of territories. The new magazine is being billed as a one-time shot, for now, at yet another specialty demographic, parents and school-age children. You may recall last year's premiere of Martha Stewart Baby, which now appears quarterly.

Nobody has ever accused Stewart of missing a target. Through her multimedia explorations, she has won Emmys for her TV show and attracted online visitors and shoppers to her Martha by Mail catalog Web site. She also knows that parents love to spend time and money on their kids, and they crave ideas on how to do it.

Kids delivers with the predictable Martha aplomb. For example, find Martha-esque ways to make car-driving time more enjoyable: a cookie-sheet lap desk with magnetic cutouts that adhere to the surface (you make the pieces yourself, of course).

Her trademark "Good Things" column offers quick-hit suggestions that include S for Sneaky Spinach, a creamy dip with a garlic tang; M for Mail, creative letters to send daily to your camper; and E for Expanding Pants, getting an extra month's wear out of a growing child's waistband.

What makes the magazine unusual is its combination of articles for adults, such as plans for a treehouse-themed bedroom, and those for kids, such as an educational splash on owls (including pellet dissection that shows what the owl ate for lunch).

What's next? We wouldn't be surprised to see her explore the world of Tweens and Teens. On the horizon, maybe: "How to make your own self-removable tattoo dye" or "Designing a bellybutton ring using natural materials."

The Martha Stewart Kids special issue is available for $4.75 at newsstands for a limited time or by calling 1-800-950-7130.