Facebook  Twitter  LinkedIn  

Visit min's sister site:



BREAKING NEWS & VIEWS

Hallmark Magazine Shows Steady Growth
Monday, March 24, 2008

In bright contrast to other magazine news, Hallmark Magazine has shown steady growth since its launch in 2006. Ad pages have increased almost 100% since the launch, a feat not easily accomplished in the volitile print market. Hallmark's good health is due to a strong brand recognition and use of it's multi-platform assets, including the website, Hallmark Gold Crown stores and Hallmark cable channel. "With many brands out there, everything is so siloed but with us its not. Even though the cable channel is separate, we still talk to them 10 times a day," Hallmark's publisher Carol Campbell-Boggs told Minonline. It doesn't hurt that the Hallmark Magazine website is linked to Hallmark.com (which is projected to received over 150 million uniques for 2008) and receives a huge push from that in the form of page-views.

Integrated multimedia advertising programs help to leverage Hallmark's brand, the most effective and innovative of these being custom co-branded e-cards with sponsors like Kleenex. Campbell-Boggs points out the importance of mindful branding, "This ad program really stands out because we have to be careful with how we brand it. Too much advertising on an e-card and people won't send it to friends or family."

Many publications struggle to hold onto advertising revenue but Hallmark experienced an increase of nearly 20 ad pages from their February/March issue to April/May. While the two biggest focuses on the magazine are the food and beauty section, its the story-telling, relaxed content that Campbell-Boggs feels makes the magazine a big draw. "We listen to our readers; we've got a message-board style model for our editorial content."

Back in June of 2007, min's digital editor Steve Smith noted that, "One of the benefits of having an engine with which users already interact is that the Hallmark Magazine brand enjoys a high level of responsiveness from its audience…Most new magazines struggle to build an online audience. Not so at HALLMARK.COM, which also houses a dedicated area for the September 2006-launched Hallmark Magazine."

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

COMMENTS
Search Jobs
Media Jobs

App Central

min's App Central (for min subscribers only): Stay on top of mobile app developments with exclusive app reviews, analysis and data.

Please enter the following information to have a link to The Skinny emailed to your iPhone:

White Papers
Get even smarter -- download a white paper today. 


... view Whitepapers
min Contests

min contests
Want to sponsor a min contest?


  Events

      Best of the Web, April 3, 2012

min's Sales Executive of the Year Awards
Call for Entries


min Press

min's Mobile App Report

 View Details
                           

min Presents: The Most Intriguing & Top-Selling Magazine Covers 2007-2010Intriguing & Top-Selling Magazine Covers

 View Details
                           

State of Digital MediaThe State of Digital Media

 View Details
                                                      

                                    Internet Sales            Guidebook

 View Details

All min Press

Inside min This Week
Events Calendar

min's Best of the Web Awards
Event April 3, 2012 at the Grand Hyatt, NYC
Register Today!


min Webinar:

Tablets 2.0: Generating a Revenue Plan for the Tablets Platform
December 8, 2011 1:30-3:00 p.m.
Available on Demand


All Events




min
Free Eletters — Sign up Now