It seems that Hallmark Cards is switching media focus - they are getting out of the TV business and getting into the magazine business. According to AdAge.com, it is a contrarian move that has surprised many:
George R. Sansoucy, an experienced print and media services consultant, said the Hallmark brand is a terrific one but that Hallmark magazine will need a unique voice to survive in the densely packed women’s lifestyle category. “As strong as the brand is, the editorial they seem to be pursuing doesn’t sound as if it’s particularly new or different,” he said.
Early test issues of the magazine focused on relationships, food, home ... hallmarks of the women's lifestyle category. Hallmark itself feels that a magazine is a logical extension of their brand:
“We’re taking all the things we learned from our test issues and trying to put together the best book possible,” said Julie O’Dell, public relations director, Hallmark. “It’s just a logical extension of the Hallmark brand,” Ms. O’Dell said. “We feel that there is a need out there for a different type of a women’s consumer lifestyle publication.”
And this is what I don't understand. Hallmark IS an amazing brand. Why stick that brand in the midst of a cluttered newsstand? There is so much that Hallmark does well online: ecards, desktop calendars, reminder services, occasion planners. They also are already engaged in conversations with their customers -- showcasing "Card Stories" both in text and video. Why not build on that and create a multi-media rich interactive environment where Hallmark could build on these tools and more. Syndicate some great content from folks like SweetSpot and DailyCandy. Engage niche bloggers like YarnHarlot for the areas that you want to focus on. Genuinely build a resource/community that IS the very best.
Hallmark - you have the brand, you have the emotion, you excel in customer experience. You know the importance of impacting one life at a time. Why settle for a time-delayed, dead-tree version of that experience? Do it online! Real-time, interactive, genuine.
Bonus Link: Kami over at Communication Overtones posted a nice analysis of how releasing relevant, topical internal research gets you good press. The releaser: Hallmark, for Valentine's Day
UPDATE: For those of you who are looking for Hallmark Magazine, you can visit their site. There is a free trial subscription program on right now (Aug 2006).
Technorati Tags: hallmark, brand+experience