Tuesday, August 26, 2008
Hallmark uses personal approach with insert ads
We've all flipped through a magazine and tossed those annoying inserts that either block your story or fall to the floor. They've been ineffective and unappealing for years, but Hallmark is adding a new twist of the old format.
In an attempt to lure more advertisers.Hallmark Magazine, which is geared toward middle-aged women publishes every two months, is supplementing its insert ads with greeting cards in mediapost,mediabistro and mediaweek.com. The New York Times article.
The cover of the attached card shows a drawing of a woman saying, 'There’s a great magazine out there that’s perfect for your target.
'Sorry I didn’t put you in it,' the text inside reads. 'Next time, let’s get in the magazine that’s up ... Hallmark Magazine!'
The technique may prove to catch the eye of a few readers, but editors and publishers aren't as easily persuaded as the average 45-year old reading about dieting trends. Publishers have the discernment to spot another gimmick being thrown at them. I think the greeting card approach is an example of misplaced priorities in Hallmark Marketing. In my opinion, the key to Hallmark's success hinges on it's ability to pitch it's wide media platform to potential clients. The New York Times article explains:
For Hallmark Magazine, Hallmark Cards is offering access to the magazine’s Web site, for customized brand microsites; the Hallmark Channel cable television network; hallmark.com, for ads or customized e-cards; the national chain of Hallmark Gold Crown Stores, for promotions with gift cards; the Hallmark corporate database, to send ads by e-mail messages; and even Crayola, which Hallmark Cards also owns.
It’s 'selling beyond the page,' says Carol Campbell Boggs, the publisher at Hallmark Magazine in New York.The entire business model is based on allowing advertisers access to Hallmark assets, she adds, which is something that’s really different.
If the "greeting card" inserts can succesfully promote Hallmark's diverse media, it may prove to be a worthy experiment.
By Matt O'Hern at 08:52 AM | Comments (0)