Martha Stewart Living Omnimedia set to buy Emeril empire

Last month, I reported that Martha Stewart Living Omnimedia (NYSE: MSO) was actively seeking an acquisition to diversify beyond its core Martha Stewart brand.

Now the company has found what it hopes is it's missing piece, and is set to acquire superstar chef Emeril Lagasse's [subscription required] media and licensing empire for $45 million in cash and $5 million in stock, according to the Wall Street Journal.

The purchase price will include the rights to Emeril's television programs, syndicated episodes of the "Emeril Live" show on the Food Network, cookbooks and Emeril's websites, and licensing deals from All-Clad cookware, Wüsthof cutlery, Wedgwood tableware and T-fal appliances. The acquisition also includes Emeril-branded spices, marinades, coffee, Bam! B-Q sauce and other food products, according to the Journal. Emeril's restaurants and corporate office are not part of the deal.

It seems likely that the market will react positively to this development, but I wouldn't be buying here. Martha Stewart Living Omnimedia hasn't been able to make much money from the Martha Stewart brand and adding another brand to a failing company hardly seems like a recipe for success.