Nancy Davis Kho Graceful living maven leads way in pay-to-play
Jinfo Blog

Wednesday, 17th June 2009 Sign in to MyJinfo or create an account be able to star items Printable version Subscribe via RSS to get updates as soon as Blog items are added

By Nancy Davis Kho


Making good on a new business model she began promoting earlier this spring, Martha Stewart's company Martha Stewart Living Omnimedia (NYSE:MSO) has rolled out its first foray into pay-to-download video on The section of the site dubbed Martha University ( provides interested readers with how-to videos on topics like recipes, entertaining, home decor and weddings. Each video is priced between US$5.95 on up to $12.95, and comes with options for giving the videos as gifts. iAmplify ( is providing the video muscle behind the new distribution method. In an interview with last month (, Stewart said that the move was meant to enhance rather than compete with the site's traditional online ad revenue stream, and is 'meant to get a sense of what its consumerís appetite is for pay-to-download video'. Much of the content available at Martha Stewart is 'Martha Stewart Classics', snippets of archival footage from her television broadcasts. For now the move may look a little schizophrenic, considering that there is free how-to video on other parts of the web site. But it's a shrewd move from the home living queen to try some innovative ways of monetizing content and leveraging social media, one that other publishing companies need to heed. If it works, MSO has gained a new revenue channel and a savvy way of distributing valuable archival content. If it doesn't, MSO can cross 'monetize videos' off the list and try something else. The pressure on publishing companies to figure out smart ways to capture visitors to a free site and convert them to fee-paying consumers, through a magic combination of sought-after content and user friendly delivery, can't be understated. MSO's Martha University moves to the head of the class for giving it a try.

« Blog

What's new at Jinfo?

Focus on Value Chain

Document the value chain, and transform the way you think about, manage and report on your product portfolio and your information service contributions to your organisation goals.

Focus on Value Chain

Focus on Risk Assessment

Risk assessment is a required process for a healthy information department. It gauges the ability of your services, team, portfolio and overall value to withstand stress.

Focus on Risk Assessment

Sorry, there seems to be a problem with Webinar and Community listings. Please let us know, by email to Thank you.

Benefit from our research

Our proven processes, resources and guidance will help your team make the shift from transaction centre to strategic asset.


Designed around the most common challenges and pain points for time- and resource-strapped information teams

Supercharge remote productivity and value
Holistic content portfolio management
Future-proof your information service
Executive-ready communications


A tailored overview of our research and active discussion with your Jinfo analyst.


Measure your starting point to articulate your strengths and set priorities for future improvements. Assessments gauge risk, capacity, value and more.

Read case studies, and start the conversation:

Consulting benefits

Connect your team with the practical tools, original research and expertise to build and support information strategy in your organisation.

A Jinfo Subscription gives access to all Content (articles, reports, webinars) and Community.

Subscription benefits