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 | | | | | Consumer Response
| Focus Group Response* | | | • | Rank: Hallmark ranks in the top 2% of all American brands | | | • | Halo Effect: 77% of consumers trust the ads in Hallmark Magazine more than those
in other magazines | | | • | Engaged Readers: 91% are reading all or most of Hallmark Magazine |
| Readers Take Action (more likely than the average magazine reader to take action): | | | • | 90% of Hallmark readers took action* | | | • | 30% visited an advertiser’s web site** | | | • | 13% purchased a product advertised in the magazine (vs. 8% for the average magazine.)** |
Response to Advertiser Sweepstakes Promoted Via Hallmark Assets
| • | 56,000+ entries to the “Holiday to Remember” sweepstakes, December ‘07: from 3,000,000 e-blast, 4,000 Hallmark Gold Crown Stores, in-book, online | | • | 34,000+ entries to the “Travel Montana” sweepstakes, with a Gold Crown shopping spree, May/June ‘07: in-book, online and cross-promoted by Montana | | • | 9,000+ entries to the Nestlé Chocolatier sweepstakes, Jan/Feb ‘07: in-book, online | | • | 7,500+ entries to the Tylenol “Heart Healthy” sweepstakes, with a Hallmark Gifts silver heart prize, January/February ‘07: in-book, online |
Research
| • | VISTA Affinity Research of the May/June, September/October and November 2007 issues confirmed an upscale, highly brand-involved audience | | • | Vista/Affinity Research will be conducted on 4 issues (February/March, April/May, September/October and November) in 2008 | | • | Syndicated Research: MRI measurement in 2008 Spring & Fall waves; scheduled to be published in Spring 2009 MRI data | | • | BETA Subscriber Study in September 2007 found 90% “Read 4 out of 4 issues” and spend an
average of 1.30 hours reading and also substantiated strong demographic information that mirrors MRI prototype and Vista |
Sources:
* Launch Issue, Online Edit Survey conducted by Bunofsy Research
** 2006 MPA Handbook Note: All programs with Hallmark approval |
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