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Hallmark Magazine has launched an ad campaign directed at media buyers in the hopes of increasing ad sales during a time when consumer magazine ad pages are down (slipping by 8.2 percent in the second quarter, per the Publishers Information Bureau).
The campaign, estimated at $250,000 to $500,000, sees some 86,000 greeting cards attached to ad inserts in the print editions of Adweek and Mediaweek, reports The New York Times. The card says, “There’s a great magazine out there that’s perfect for your target. Sorry I didn’t put you in it. Next time, let’s get in the magazine that’s up… Hallmark Magazine!”
Online ads will appear on MediaBistro.com, MediaPost.com and Mediaweek.com.
A second phase of the campaign includes direct mail packages, made to look like stationery sets sold by Hallmark Gold Crown stores and containing three cards, envelopes and a pen, being sent out the first week in September to 1,600 media buyers at various media agencies.
Hallmark is touting its ability to reach consumers in a variety of ways. Advertisers can place ads in the magazine, create customized branded microsites on Hallmark Magazine’s website, or send ads by email to the Hallmark database. Advertisers can also create branded retail promos within Hallmark Gold Crown Stores.
Hallmark Magazine launched in 2006 with a rate base of 400,000. It leapt to 700,000 for 2008, and will increase to 800,000 in 2009.
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