KANSAS CITY, Mo., Feb. 25 (UPI) -- Hallmark Cards, Inc., has announced it has discontinued publishing Hallmark Magazine after the February/March issue now on U.S. newsstands.
The Hallmarkmagazine.com Web site also is set to close.
The decision was reached after a comprehensive analysis of the business and trends facing the magazine publishing industry as a whole, said Donald J. Hall, Jr., Hallmark president and chief executive officer of the privately held company.
"Despite favorable consumer acceptance of the publication, we can not 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," Hall said in a statement.
"In just under three years, the staff in the magazine's New York office and the creative team in Kansas City accomplished a great deal, creating a product that beautifully reflected the brand and reached consumers in new ways," he added. "But, with the overall industry clearly struggling for the foreseeable future, we could not justify further investment."
Hallmark Magazine began with a September/October 2006 premiere issue and a rate base of 400,000. The February/March 2009 issue reached a rate base of 800,000. Content focused on family, friends, home, communities and celebrations -- bridging a gap between sophisticated lifestyle titles and traditional women's publications, the company said.
Hallmark Magazine has 28 employees. The decision to discontinue the publication also will impact 10 positions in Hallmark's creative division in Kansas City, Mo. All will be provided with severance and outplacement support, Hallmark said.