Hallmark’s new magazine has launched in the US with an expectation of reaching 550,000 sales. Hallmark is cleverly leveraging their 4,200 Gold Crown stores and 44,000 other retailers carrying Hallmark product – making this a unique magazine launch in the US. Fern Siegel is Deputy Editor of MediaPost has reviewed the first issue. Here are some excerpts from that review:
The problem is, many women’s magazines exist in a far-off galaxy where the goal of existence is twofold: achieve the perfect blonde highlights and wear size 4. And never, ever, age. These pubs, which apparently target zygotes, are obsessed with weight, men and sex. Their reality, like Congress’, is skewed.So it was refreshing to discover Hallmark’s emphasis on every-day life. And it doesn’t get any realer than a Kansas City reader whose beauty secret is “a bra that makes 40-year-old boobs ride higher than half-mast.” Of course, the catch is how you frame reality. Since it’s Hallmark, the focus is emotional. In a crowded category, one needs something to stand out. (Body By Victoria Shaping bras aside.) Enter the five focal points that double as the magazine’s section headers: Inspire, Renew, Nest, Connect, Nourish.
Read the full review here. I have not heard if Hallmark will launch in Australia. It certainly seems different to Better Homes, Women’s Weekly and Notebook – the titles it would most directly compete with.