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Hallmark Magazine Shows Steady Growth
Monday, March 24, 2008

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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."
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