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Hallmark Magazine, a new bimonthly title, closed ad sales for its first issue 30 percent above projected goals for revenue and 20 percent above goals for pages, writes MediaPost. The single ad planned for a Hallmark brand got bumped for lack of space. Advertisers will include Estee Lauder, Epson, Unilever and Kraft. Hallmark will use the distribution power of its estimated 4,000 stores, shelf space in drugstores, supermarkets and other retailers nationwide, and a holiday event during which retail stores give their best shoppers (about 300,000 of them) a gift bag, which this year will include Hallmark Magazine.
Hallmark Magazine is geared toward 43-year-old women with a median income of about $80,000. Editorial content will be “meaningful,” according to publisher Carol Campbell-Boggs. “We’re about the emotional connection, but we are not at all about sappy,” she is quoted as saying. She underlines the fact that the content will not be written by the card writers. Other magazines, she says, tell women what not to be, whereas Hallmark Magazine will tell women to be themselves. “It’s about being real… not being perfect,” the website claims.
The magazine will hit newsstands in August with the September/October issue.
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