Media bending

Media bending: Starting with the narrowest of media niches, the greeting card, Hallmark has demonstrated how to extend a brand in a successful, meaningful way. Should it be any surprise that a magazine would be the next stop on this journey. Hallmark Magazine is being tested now, but I have no doubt it will continue, considering the ability to start its distribution strategy through 350 Hallmark stores that are magnets for its intended readers. Also, now with the cable channel, the company can sell advertising in a networked fashion.