It turns out Martha Stewart is an inspiration for a lot of the tattooed 20-something hipster crowd who are entrepreneurs. Who knew?
Apparently she has street cred among them because of the time she served in prison. It adds some edge to the Suzy Homemaker image that would normally be a put off.
Traffic to her website among the 18-34 set has skyrocketed and this age group frequently hosts Meet Ups about crafting the Martha way and blog about her books and some even have tattoos of her. Everything an online marketer would want, right?
Yet even though she is popular, her company is in financial trouble.
As the analyst in the article puts it, “Who cares if she’s popular if you can’t monetize it?”
Somewhat ironically, Oprah’s popularity has dropped since she left her TV talk show and she’s trying to boost her popularity by seeking a younger audience for her magazine, which currently only attracts older readers. But such a tactic hasn’t worked for Martha.
It’s easy for non-celebrity types to fall into the popularity trap too in this social media age, but beware and remember: who cares if you’re popular if you can’t monetize it?