King World's Martha Stewart Living has been renewed in 60% of the U.S. for the 2002-2003 season on several CBS O&O stations.
The show has never been a ratings standout - last season it averaged a 1.5, placing it in last place among the 10 surviving talk shows. But advertisers can't get enough of Martha Stewart because "as a multi-media presence, she's accepted by women throughout America.
"That's an implied endorsement of your product," says Initiative Media's Howard Nass, speaking to her roles on TV, managing a magazine and pitching K-Mart items. He also says Martha is more content-friendly than other bolder series that may be higher rated, like Jerry Springer or Jenny Jones.
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King World CEO Roger King called Martha Stewart "one of the most recognizable brand names in daytime," when announcing the renewals, which include WCBS-TV New York, KCBS-TV Los Angeles and WBBM-TV Chicago.
Debuting in September 1993 as a weekly syndicated program, Martha became a daily half-hour in 1997, and shifted to a one-hour strip format in January 1999.
- Susanne Ault
