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Headquarters: Kansas City, Mo.

Estimated sales: $3.4 billion.

Leadership: Donald J. Hall, chairman; Irvine O. Hockaday Jr., president-CEO; Brad Moore, VP-advertising and TV programming; Ira Stoltzer, director of advertising.

Estimated ad spending: $55 million to $60 million.

Agencies: Leo Burnett USA, Chicago, ad agency of record; Valentine-Radford, Kansas City.

Recent successes: Broadened lines of greeting cards to include long-distance and re-cordable greetings; acquired TV programmer RHI Entertainment to diversify entertainment offerings.

1994-95 challenges: The mass merchandising channel is threatening Hallmark's precarious hold on consumers' shopping time for greeting cards and entertainment products. Hallmark must step up its representation within mass merchandise channels without cannibalizing traffic at its own specialty card stores-where a significant portion of its profits are made. The company must also find ways to create profits from higher-margin products including risky, new high tech items.

Source: Advertising Age and company reports

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