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homemakers and retirees) interested in arts, crafts, cooking. These are areas whereby Martha is considered an industry-expert, thus she can quickly gain her credibility. However, it is important to note that Stewart's show was not predicated upon her business savvy.
In regard to her potential audience, Martha is seeking to capture an audience that has little to no knowledge of her business success. Furthermore, the knowledge that people have tends to be in a negative sense. When one, other than homemakers and retirees, think of Martha Stewart, the majority would not associate her with her industry, but rather with lying and prison...
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