To: LLCF who wrote (174812 ) 6/24/2002 4:05:38 AM From: maceng2 Read Replies (1) | Respond to of 436258 A guiding light for millions caught in glare of controversy By Neil Buckley in New York Published: June 21 2002 22:38 | Last Updated: June 21 2002 22:38 She has long been a North American phenomenon. But Martha Stewart is starting to gain international notoriety - even if, right now, it is for the wrong reasons. Ms Stewart is a cult figure in the US. Her "how to" guides to arranging pansies and baking brownies, hosting dinner parties and bringing up baby - delivered through her own TV programmes, magazines and newspaper columns - have made her a guiding light for millions of Americans. They have also made her rich. Her stake in her company, Martha Stewart Living Omnimedia, is worth about half a billion dollars. But her friendship with Samuel Waksal, the immunologist turned biotechnology entrepreneur recently charged with insider trading, has threatened the "diva of domesticity" with scandal. Ms Stewart sold 3,928 shares in Mr Waksal's company, ImClone, on December 27 last year - the day before US regulators rejected its application to approve Erbitux, the cancer drug on which ImClone's hopes of future riches were riding. The question is whether she did so, as she says, because of a weeks-old agreement with her broker to sell her stake if the share price dropped below $60, or because she had information on Erbitux's likely fate through her connections to Dr Waksal. In her first public appearance since the controversy erupted, Ms Stewart insisted this week her version was the truth. Stylishly clad in battleship grey, she told a New York investor conference her sale was "based on information available to the public that day". "These are the essential facts and I am confident that time will bear them out," she added. But doubt was cast on her version of events late on Friday after Merrill Lynch suspended Peter Bacanovic, the broker who handled both Ms Stewart's and Dr Waksal's accounts. It was understood Merrill had uncovered information that apparently contradicted Ms Stewart's version. That development could add to pressure on her company's shares when trading opens on Monday. Ms Stewart's positive message on her company's prospects this week had helped the shares regain some of the ground they had lost since the ImClone controversy erupted. But they still ended the week at $16, well below their $18 flotation price two years ago. Then, investors were euphoric over prospects for her company's four business arms - publishing, including magazines such as the 2.4m selling Martha Stewart Living, books, radio, newspapers and music; television, including a daily one-hour network show and several cable shows; merchandising of Martha Stewart-branded products; and internet and catalogue retailing. The ImClone affair, however, concludes a tough year. The company, which had $296m sales in 2001, issued its first ever profits warning last August as the advertising downturn bit. Kmart, the discount chain with the exclusive contract to sell Martha Stewart products in the US, filed for bankruptcy protection in January. And an unauthorised biography, Martha Inc, exposed the harder-than-nails businesswoman behind her perfect hostess image. The ImClone controversy has prompted several downgrades of Martha Stewart Living stock, amid concerns about its impact on her one-person brand. Merrill Lynch cut its intermediate-term rating from buy to neutral until the situation became clearer. "As Ms Stewart is the chief executive officer, the ongoing scrutiny may cause distraction at the very top of the company. [The company] is also closely associated with Ms Stewart's image as a personality," said Merrill Lynch analyst Karl Choi. If the Congressional energy and commerce committee investigating ImClone accepts Ms Stewart's explanations, most analysts and branding experts believe her business will emerge unscathed. Ironically, the affair has diverted attention from an improving picture at Martha Stewart Living. The company raised second-quarter earnings guidance this week amid signs of an advertising recovery. Kmart's problems have also had a muted impact, with Ms Stewart's revenues protected by minimum payment clauses in the contract. If the ImClone situation were to worsen for Ms Stewart, analysts say that could hurt a brand which relies so much on her wholesome persona. Even then, they believe, the company would ultimately bounce back. "Temporarily I think it would be a pretty big hit. It would negatively impact some of their growth prospects," says Jeffrey Klinefelter, analyst at US Bancorp Piper Jaffray. "But does it mean lights out, game over? I don't think so. There are a lot of people who buy her products, and they buy them because they like them - not because they saw her on TV." news.ft.com