Hallmark magazine sends "business cards" to media buyers

Hallmark Magazine, the eponymous publication from the greeting card company, has launched a promotion that involves sending cards to media buyers, according to a story in the New York Times. The clever ploy, which will probably cause some talk, involves tipping cards onto ads in trade publications Adweek and Mediaweek.

The outside of the insert describes increases in ad pages and the rate base since Hallmark Magazine started. Inside are these words: “Feeling down ... because your client missed out? We’ve got a card for that.”

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!”...

More greeting cards are scheduled to be sent out the first week in September, in direct-mail kits that are made to look like the stationery sets sold by Hallmark Gold Crown stores. The kits will be composed of boxes containing three cards, three envelopes and a pen.

“Everyone knows Hallmark’s got a card for everything,” a sticker on the boxes declares. “But did you know we’ve got a magazine, too?”