Hallmark Launches Women's Lifestyle Magazine

Posted on August 22, 2006

Hallmark has launched a women's lifestyle magazine called Hallmark Magazine. The publication is launching with a rate base of 400,000, but Hallmark expects paid circulation numbers to grow to 550,000 effective with the January/February 2007 issue. Carol Campbell-Boggs is the publisher of Hallmark Magazine. Laura Beddini is the circulation director.

"People truly trust Hallmark to help them express themselves, celebrate life's seasons and events, and connect with the people who matter most," said Nancy Small, president, Hallmark Publishing. "Hallmark is an iconic American brand that ranks in the top 2 percent of all brands, and Hallmark Magazine is a natural extension of that brand."

Some of the content from the debut issue includes a home and craft ideas for fall, an interview with Yogi Berra, a banana cream pie recipe, a feature by author Pam Houston a Hurricane Katrina story about neighbors and friends coming together.

Lisa Benenson, that magazine's editor in chief, says, "Once this magazine is in readers' hands, they'll notice the obvious difference between this and others in the category, and will realize they have never read or seen anything like it before."

Note: Hallmark Magazine was shuttered in February 2009 according to Folio. Hallmark CEO Donald J. Hall Jr. said, "Despite favorable consumer acceptance of the publication, we cannot justify continued investment in the magazine at a time when we must focus our efforts and resources only on those projects that will lead to long-term profitable revenue growth for the company."