From the “Non-News” Department — Martha is a Savvy Marketer…

In addition to selling a limited number of items on-air, Martha Stewart’s appearance on HSN serves as a teaser to promote a much broader array of products, which are available in numerous, competing outlets, including Jo-Ann Stores (JAS), Walmart (WMT) and Michaels, as well as on a Martha Stewart Living Omnimedia (MSLO) dedicated website.  The DRTV network appearance, in effect, serves as a substitute for a national advertising campaign, which would be cost-prohibitive given the dispersion of Martha’s craft line across retail stores and formats.  BNET (CBS News) Jul. 19, 2010