Cable TV

Hallmark to build brand further in the US with magazine

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MUMBAI: Hallmark magazine, a new women's lifestyle publication, is scheduled to debut later this year in the US with a September/October charter issue and planned rate base of 400,000.

Hallmark says that the magazine will hold a unique position in the women's lifestyle category due to its distinctive editorial point of view around home, food, decorating, entertaining, relationships and self. While many women's titles today provide readers with basic how-to information, Hallmark magazine goes a step further by reminding readers why these connections are so important.

Hallmark president and CEO Don Hall says that Hallmark magazine provides a strategic opportunity to bring Hallmark's brand to life in a new and meaningful way with an important consumer segment.

"Over the years, people have come to trust Hallmark to help them express themselves, celebrate life's seasons and connect with those that matter most. Through Hallmark magazine, women will begin to see a new face of

Hallmark but one they can continue to trust for insight into relationships, emotional connections and expressions of caring."

Hallmark Cards tested its magazine concept with four issues in 2003. Consumers' response to the publication's voice and storytelling confirmed the time is right for an entirely new sort of women's magazine. Hallmark executive VP responsible for new business ventures Anil Jagtiani says, "Hallmark magazine will offer inspiring and useful information as well as simple, creative ideas from the country's best journalists and authors. The stories will help readers savor the goodness that comes their way, rejoice in who they are and enjoy the road they are traveling."

In testing, Hallmark magazine's unique editorial voice proved compelling as measured by consumer feedback, subscription response rates and newsstand sales. External direct mailing lists, traditional newsstand outlets, Hallmark's own extensive database and its network of Hallmark Gold Crown stores proved their value in driving awareness and circulation.

"Hallmark magazine provides a new business growth opportunity for Hallmark and will be supported by circulation and advertising revenue. Readers can expect a high quality, compelling publication they will love to read and share with their friends,"adds Jagtiani.

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