On Martha Stewart being totally down with the kids

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Martha Stewart, unwindulaxing. ()
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The Lineup collects the media stories, big and small, that are on our radar each day.

At the moment, there's no competing with The New York Times when it comes to the adult-contemporary lifestyle-magazine beat.

The paper of record has delivered a triple punch of reportage on three of the housewife set's most cherished glossies and their efforts to attract younger readers.

In a front-page Sunday feature, Christine Haughney explores the trend of tattooed under-'40s flocking to Martha Stewart Living for inspiration.

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Which is to say that the Times found at least one "many-tattooed East Village artist" who is a recent convert and evidence that a growing number of 18- to 34-year-olds, including many "in and around the Williamsburg neighborhood of Brooklyn," are adopting the Martha lifestyle as well.

Haughney writes:

Many of these newer fans are skipping the print magazine entirely. MarthaStewart.com, the company’s primary Web site, has counted a 40 percent jump in traffic among 18- to 34-year-olds every month, year over year, since January.

The number of women in that age group who watched Martha Stewart videos rose 172 percent in the last six months, compared with a decline of 10.5 percent for all Internet users, according to comScore data. This same demographic of women who viewed Martha Stewart content on smartphones grew 168.3 percent in the last six months, compared with an increase of 14 percent for all Internet users.

But Stewart's not the only post-middle-age media doyenne coveting a younger demographic to stretch the borders of her empire.

In today's Times, Haughney reports of O, The Oprah Magazine:

Ms. Winfrey wants that audience for the magazine, but she wants its readers to be younger. The median age for an O reader is 49, according to data tracked by the audience measurement company GfK MRI. (By comparison, Vogue’s median is 35.6 and Real Simple’s is 46.3.) Ms. Winfrey said she would like to attract women “in their 30s or perhaps their 20s, to be able to reach people when they are looking to fulfill their destiny.” She added, “By the time you’re 40, 42, you should have kind of figured it out already.”

And Southern Living wants a bigger piece of this young-folk readership, too, which is why, according to an item by Haughney on the Times' Media Decoder blog, it has hired Jenna Bush Hager as an editor-at-large.

But that's not the only reason: “I did get the sense that her heart is still very much in the South,” Southern Living editor-in-chief Lindsay Bierman said of the former first daughter. “I felt her passion for the South was going to translate into what she would do for Southern Living.”

On Capital...

The storm after the storm: Returning to the office, champagne in hand, 'Newsweek' staff awaits the ax

In other news...

NBC execs rush to the defense of Matt Lauer. [The Daily Beast]

The 10 breakout political reporters of 2012. [Politico]

Arguing for a Washington Post paywall. [CJR/The Audit]

The end of the "all-powerful magazine editor?" [Adweek]

WSJ. and T are gearing up for their Feburary fashion issues. [W.W.D.]

It's still unclear why those two Maine TV anchors resigned on the air. [The New York Times]

Quote of the day...

"The battle over ideas — over who owns the truth in a given conflict — should be fought with notebooks and video cameras, not weapons of war." —David Carr

On Twitter...

On TV...

On CNN's "Reliable Sources" yesterday, Jezebel editor Jessica Coen defended the website's coverage of racist teens who defamed President Obama on Twitter after he won the election:

From our inbox...

Time readers can now weigh in on their picks for "Person of the Year." A Time spokesperson writes:

TIME's Person of the Year poll went live on TIME.com this morning. Here is the link: http://ti.me/Rd3hut

TIME editors write, "As always, TIME's editors will choose the Person of the Year, but that doesn't mean readers shouldn't have their say. Cast your vote for the person you think most influenced the news this year for better or worse."

Some of the names on this year's poll include: Barack Obama, Malala Yousafzai, Hillary Clinton, Bill Clinton, Undocumented Immigrants, Aung Sang Suu Kyi and Sein Thein, John Roberts, Marissa Mayer, Chris Christie, Felix Baumgartner, Mohamed Morsy, Benjamin Netanyahu, Psy, Jay-Z, Sandra Fluke, the Mars Rover and many more.

Voting closes at 11:59 PM on December 12th and the winner of the poll will be announced on December 14.

WSJ. has appointed a new creative director:

WSJ. Magazine, the luxury lifestyle magazine from The Wall Street Journal, has appointed Magnus Berger as its Creative Director, it was announced today by Kristina O’Neill, editor-in-chief of WSJ. Magazine. Their first issue will be the March Women’s Fashion issue, which will appear in WSJ Weekend on Saturday, February 16.

“Magnus is plugged into the history of design as well as the pulse of the fashion world, and will bring a renewed sense of vitality to the Magazine's pages,” said Ms. O’Neill.

In addition to his new role with WSJ., Mr. Berger remains the Creative Director of creative agency Berger & Wild and continues to share the title of Editor-in-Chief of The Last Magazine with Tenzin Wild, with whom he also runs Berger & Wild.

Additional appointments for WSJ. Magazine include David Thielebeule, who has joined the magazine from Allure as Fashion Market and Accessories Director, and Elisa Lipsky-Karasz, who was recently named Fashion News and Features Director.