No one knew exactly what the Blueprint division of videogame maker Electronic Arts was up to. Officially, it didn't exist. Now, it officially hasn't been shut down, but there's no one working on it. An ex-employee who blabbed to Variety tried to explain: Blueprint's dozen or so staff were charged with creating a way for EA to reliably develop games without hiring onsite, full-time employees. Now more than ever, you'd think that's a businessworthy project. Instead, Blueprint seems to have confirmed there's no substitute for a building full of crazed code monkeys with all the hardware and free snacks they need to crank out Madden NFL 09.

Bid adieu to Martha Stewart Living Omnimedia's Blueprint magazine, according to a memo just sent and to Fishbowlny. Apparently no one read the thing. Not surprising, considering its title, which always invoked to us an awkward how-to-be-fulfilled guide for the 25-45 architect set, rather than the "fresh, fun guide to personal style" it purportedly was. A memo sent to employees this morning says the last standalone issue will be next year's "January/February" issue. "There will be a reduction in staff associated with not publishing Blueprint as a full-frequency magazine, but we expect to re-assign a core team of employees to existing businesses and new projects at MSLO." Lucky ducks! "We believe Blueprint will be more sustainable if leveraged as part of the established Martha Stewart Weddings franchise. Both appeal to women at a similar life stage and we believe this strategy will allow us to better take advantage of the synergistic relationship between the two publications." Synergistic! Leveraged! Sustainable! Franchise! Ah, the empty marketing buzzwords used to confuse the recipients of bad news.

So first there was just Martha Stewart's new Blueprint. Then there was the centrist Dems' wonky Blueprint. And then also the British design mag called Blueprint. And now a reader in Chicago writes in with perhaps our favorite version: Blueprints, which bills itself as "the produce professionals' quarterly journal." We think that means it's a whole magazine about fruits and vegetables. Which, come to think of it, means you'd really think Martha would have heard of it.

Ruh-roh redux: There's even another Blueprint out there, a London-based mag one emailer calls an "esteemed international design pub." We'd tell you more about it, but the site is only available to subscribers and a U.S. subscription costs $140/year. And we don't care that much. But there it is (even if belatedly).

Ruh-roh. A D.C. wonky-type friend emails to point out a potential larger problem for Martha Stewart's new mag than mere revolving editors-in-chief. There's already a magazine called Blueprint, put out by the crusading moderates of the Democratic Leadership Council, and he wonders if there'll be a copyright battle brewing. The answer: Of course not. These are the kinds of centrist Democrats who can't even muster the conviction to battle with Bush, let alone with Martha. Plus, we hear Joe Lieberman always enjoys a good crafts project.

Eat the Press looks up from the buffet long enough to catch word this afternoon that Martha Stewart Living Omnimedia has found an editor-in-chief for Blueprint, its new title aimed at younger women: Sarah Humphreys, formerly special projects director at Time Inc.'s Real Simple. The first issue of Blueprint hit in May, the next is scheduled for August, and we're wracking our brains trying to remember if there was an EIC for that first issue who left amid some sort of controversy. Best we can recall — and best Nexis and Google and our Gawker archive seem to suggest — there wasn't; that first issue was simply overseen by MSLO's development editor, Tom Prince, and now needs its own chief. And that seems fair: Sending your chairman off to prison is enough HR controversy to last any publishing company for some time.

We were pleased over the weekend to notice at our local magazine stand the first issue of Martha Stewart's new Blueprint magazine. And we would have been even more pleased if she'd been able to hire some premier copy editors for her premiere issue.

• Details missed its rate base on eight of 10 issues in 2005. Fun. [Ad Age]
• Martha Stewart launches Blueprint today in a bid to reach younger readers. There should probably be a joke about Alexis here, but we can't think of one. [NYP]
• Daily Candy remains for sale. [NYM]
• Punch Sulzberger has allegedly said that he'll read the Times on the computer when he can take a computer into the bathroom with him. Now, apparently, he can. [NYT]
• Kurt Andersen thinks we're in a tech bubble again. How does he know? Because Michael Wolff wants in. [NYM]
• Simon Dumenco answers the questions you didn't ask, including whether he has a clothing line and what his jingle sounds like. [Ad Age]
• Existentially speaking, who is Brian Williams? [MW]
• NYT M.E. Jill Abramson's grandfather could have invested early in Paramount Pictures but didn't. [NYSun]