News.com reports that Martha Stewart Living Omnimedia is building an online social network that will allow users to share information like scrapbooks and recipes.
The network 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, said the company's chief executive, Susan Lyne.
"There is no place like MySpace, like Friendster, for that demographic," Lyne said at a financial conference.
The social network would be part of the Marthastewart.com Web site, founded by lifestyle expert Martha Stewart, rather than a separate Web site like MySpace.
The community is tentatively scheduled to launch in the second half of 2007, spokeswoman Elizabeth Estroff said.
Some bloggers are referring to the Martha Stewart social network as MarthaSpace. AdPulp calls it MyMartha. Micropersuasion is concerned that the network is not launching until 2007 but they could be trying to get advertisers first before spending a bunch of money on the technology. They have a powerful brand and can probably afford to be more patient than the start-ups. A lot of media companies were burned during the last big round of web community building -- the Geocities days. More discussion here, here, here, here and here. Reuters also a story about Martha's social networking plans. When will Martha blog? That's the real question we want answered.
News.com 
