The New York Times explains how Hallmark’s new lifestyle book is helping to reach female consumers, deepen its relationship with retailers and offer advertisers value-added exposure for their own brands.
Hallmark Magazine is only in its third issue, but it has already attracted blue-chip advertisers like Kodak and Lindt chocolate. At a time when many magazines are struggling, Hallmark Magazine, published by the greeting card company, is enjoying success largely because it is making its retail assets available for advertising on a regular basis.
Advertisers who buy space in the magazine can put their logos on Hallmark flowers, gifts and cards, including online greeting cards. They can have in-store events at Hallmark’s 4,000 Gold Crown stores and at Hallmark card displays in the aisles of mass retailers like Walgreen’s and Wal-Mart Stores.
“We’ve got these huge retail assets,” said Carol Campbell Boggs, the magazine’s publisher. “And our business model is to leverage those assets.”