Hallmark Is Writing The Book On Integrated Marketing

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.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.