As Stewart sits silently watching the ongoing federal probe into her financial dealings, one man has stepped forward to defend her in the court of public opinion. John Small is the editor of SaveMartha.com, a Web site launched in early July as a forum for Martha Stewart fans to rally, commiserate and rail against media coverage. The 40-year-old Small believes that in this age of corporate hemorrhaging, the case against Stewart is nothing compared to the Enron and WorldCom scandals. He is certain that Stewart’s being unfairly targeted because of her name, status and image.
Since the site’s launch, thousands of people have visited, read the collection of news stories and chimed in. They’ve also bought numerous “Save Martha” T shirts, aprons, coasters and hats. NEWSWEEK’s Curtis Harris spoke with Small about the site, the flap-and what it all says about the rest of us. Excerpts:
NEWSWEEK: Why does the public have such a love-hate relationship with Martha?
John Small: Martha is a celebrity who is very proper. People think she’s preaching when she is only giving helpful advice. Some people think she reminds them of their mother or grandmother. But she also makes more money than most guys ever will. And what we’ve seen on the site is a strong reaction of anger toward her from men.
You believe that Martha is getting bad press because of her gender?
The adjectives used to describe her are very misogynistic. They talk about her hair and her clothing. They talk about her in catty terms. And all of that feeds into male chauvinism and the public’s demand for a gladiator-style execution for the diva of domesticity.
Comedians like David Letterman joke about public figures all the time. What’s wrong with the Martha Stewart jokes?
I don’t think that jokes about decorating jail cells are particularly funny. A lot of people work for the Martha Stewart company [Martha Stewart Living Omnimedia Inc.]. And she is the brand. So by taking the brand down a notch, they’re threatening people’s jobs. They have a responsibility and yet they have denied that in a never-ending quest to be more outrageous than the next guy. It’s a lot harder for them to joke about what the Enron collapse says about the system we need to fix.
You’ve taken on Martha’s battle in a very public way. Do you believe she is obligated to address the allegations herself?
She is obligated to speak out at some point. When that point is, I don’t know.
Has that time come?
The problem is that the longer this drags out, the more her detractors think they’re right. So, the sooner she speaks out, the better.
You recently held a “Save Martha” rally at CBS and only five people reportedly showed up. How much support do you really have?
We had 10 people and five of them left with T shirts. You know, that’s 10 more than the anti-Martha people had. There are a lot of cowards on the Internet who love to write nasty e-mails anonymously. But will they come out and demonstrate their negative feelings toward Martha publicly? No.
What do you say to critics who argue that you’re exploiting the situation with “Save Martha” hats, T shirts and aprons on your site?
I could make a lot more money doing other things. There’s a double standard for do-gooders who generate profit in a capitalistic society. The last time I checked, that was legal.
Why do you think Martha Stewart, who has long been a walking PR firm, lost control of her image so quickly?
There’s such a united front against her that has been building for years. The media has created such an atmosphere where the minute she stumbles, people jump on her. It’s no different than the bullying that goes on in the schoolyard. I used to be the kid who would step in and pull the kids apart.
She obviously appeals to women. Do your male friends ever wonder why you’re so fascinated with her?
I don’t think I’m fascinated with her. I just like her products. But my male friends have been very supportive. They have helped to make T shirts and signs. Overall, they understand the bigger issues involved about the double standard against women in power.
How long do you plan to run the site?
We’re going to be there for her to the end. We want to ensure that the process is fair and that her company doesn’t go away. So all of the anti-Martha Stewart people can stare at her sheets, her towels, and her garden tools forever knowing that they lost their vicious little battle against her.
How do people react when they see you on the street with your “Save Martha” memorabilia?
I get a lot of smiles, especially from women. They cheer me. And that’s rewarding because it helps me to keep me going. I’m going to keep wearing them no matter what happens.
