Lifestyle entrepreneur Martha Stewart is showing that when it comes to time in prison, the market place can be much more forgiving if it involves celebrities. Stewart, who earlier this year finished a 5-month prison term and will complete her home confinement sentence in August, plans to launch a reality show entitled “The Apprentice: Martha Stewart” as well as a a one-hour daytime series simply called “Martha.” Judging from the public support she attracted during her time in prison, the prospects for both ventures look extremely good.

The 63-year-old founder of Martha Stewart Living Omnimedia was found guilty in March 2004 of lying to investigators, who were examining the ImClone insider-trading case. However, the sentence has far from spelt the end of her career. Stewart — even from prison and now from her estate in Bedford, New York — has managed to turn what for most people would be a catastrophe into a public relations and marketing triumph. While protesting her innocence, she said it was time to just get the sentence over and done with.

Her remarks, both during (posted on a website) and after prison, have helped cement the image of a generous, forgiving and determined individual. Rather than succumb to adversity, Stewart has challenged and overcome it. Nothing succeeds more than a real life success story or comeback. And the public like a David and Goliath story with the US authorities this time playing the role of the giant. Stewart has demonstrated her keen business acumen and looks set to extend her business success.

Celebrity, perhaps more than any business is path dependent. Column inches and airtime are carved up conservatively, despite the media being a “creative” industry, so existing celebrity will naturally get more than its fair share. Notoriety will now only reinforce this trend.

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