It's a Bam Thing! Martha Stewart Brings On Emeril

We've all heard of TomKat, Beniffer, and Brangelina. Now a little bit of media synergy brings us Stewlag or is it Martheril?

We got the release about Martha Stewart Living Omnimedia buying up assets related to the business of Emeril Lagasse this morning and have been trying to cook up a celeb-style name for the new duo ever since ...

For about $50 million, Martha Stewart Living Omnimedia is acquiring the rights to the Emeril Lagasse franchise, including Emeril's TV shows, website, cookbooks, foods including Bam! B-Q sauce, and lines of cookware including Emeril's All-Clad cookware and Wusthof cutlery. Lagasse's keeping his eleven restaurants. Not a bad rebound of Emeril, who was dropped from Food Network last November.

Why do you think Martha's company pulled this celeb-brand into her kitchen? Seems to us that Martha's company needs to keep on diversifying, moving away from quite so much Martha. Emeril might also bring the brand more appeal with men. The deal gives the company content for their radio channel, web sites, and new on-demand channel.

In advance of MSLO's earnings call today, the company announced a 40% interest in online wedding planning site WeddingWire.