Martha Stewart Living Omnimedia Inc. has rolled out an iPhone application dubbed ?Martha Stewart Makes Cookies" to provide home-bakers with recipes and how-to tools for baking.

The application provides users information, tools and functionality, including 50 recipes, shopping lists, how-to videos, and techniques. Additionally, a free version of Martha Stewart Makes Cookies for iPad is now also available in the App Store.

?As an Omnimedia company, our strategy has always been to be wherever consumers are and the Martha Stewart Makes Cookies app allows us to be wherever the home baker is, accompanying them to the grocery store, when shopping for baking tools or as a partner in the kitchen,? said Gael Towey, chief creative and editorial director at Martha Stewart Living.

?We already had our Martha?s Everyday Food app for the iPhone and iPod touch?and with Martha Stewart Makes Cookies and, more recently, our digitized edition of Martha Stewart Living, we are building on our presence in the Apple Store, and on our ability to reach more consumers,? she said. ?From a marketing perspective, we wanted to be sure that our app icon was top of mind for Christmas when many people will be getting new iPhones and iPads.?

Trusted recipes
Callaway Digital Arts created the application.

Already a hit on iPad, the Martha Stewart Makes Cookies application brings together the design, trusted recipes and culinary how-to expertise that are hallmarks of the Martha Stewart brand.

Features of the iPhone and iPod touch application include:

? A visual "cookie runway" that allows users to search through all of the app's 50 recipes
? Shopping lists that can be emailed 
? Ability to share favorite cookies via e-mail or Facebook
? Sumptuous photographs of all kinds of cookies
? Baking tips and techniques 
? 11 easy-to-follow "how-to" videos
? A glossary of tools for mixing, baking, and decorating
? Links directly to macys.com, where users can purchase necessary equipment and more

Baking resource
?The app is more than a beautifully designed, portable cookbook with cutting-edge functionality,? Ms. Towey said. ?It is also a baking resource, complete with a timer, baking tips and techniques, emailable shopping lists, how-to videos, and a glossary of tools for mixing, baking and decorating.

?The fun, interactive design will appeal not only to experienced and novice cooks but to kids and their parents,? she said. ?We think kids will love this app.?

Martha Stewart Makes Cookies is both a baking resource and a cookie gift guide for the holiday baker.

The application is expected to be updated with 25 additional recipes in January, just in time for Valentine's Day.

Martha Stewart Living opted for a paid monetization model with this new application.

?We believe people should pay for our trusted content,? Ms. Towey said. ?Our recipes are created in our Martha Stewart kitchens and rigorously tested, tasted and beautifully photographed.

?Callaway?s unique design perfectly marries the fun of the search wheel and the cookie runway to the functionality of easy- to-read recipes and everything you need to share, learn and explore,? she said.

?This kind of quality doesn?t come cheap.

?Apps are expensive to make.?

Final take
Here is a review of the Martha Stewart Makes Cookies iPad application
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