E-Cards for Sentiments

While Hallmark, founded in 1910, is the largest manufacturer of greeting cards in the United States, newer options for print & make your own, pop-up, and even e-cards have dramatically changed the method and content of a greeting card from 100 years ago. Hallmark stores were prominent for decades but currently the closest to the San Fernando Valley is one in La Crescenta and another in Thousand Oaks.  Hallmark has uniquely expanded to include made-for-television content, located in Studio City!  Their brand description is:

"Hallmark's portfolio of businesses helps people connect and enrich lives."

American Greetings was founded in 1906 and their brands include the Carlton Cards, Tender Thoughts, Papyrus, Recycled Paper Greetings and Gibson. They now offer more than greeting cards with an all -encompassing description as a celebrations marketplace. Their brand description is:

"We create products that help every person celebrate the relationships & occasions that add meaning & purpose to life.

The comedic e-card market was brought to more people's attention with the 2004 humorous political card featuring candidates John Kerry & George W Bush from Jib-Jab, founded in 1999, and based in Los Angeles. The founding Spiridellis brothers contested claims infringement of copyright for the music used "This Land is your Land..." by suggesting the "fair use exemption for parodies" gave them liberty to use it! (copyright exemption also includes commentary, search engines, criticism, parody, news reporting, research, and scholarship." Ironically the copyright protections had already expired.)

Other, e-card offerings include British artist Jacquie Lawson, BlueMountain, DesignBundles *, Canva, and EllaCard.  DesignBundles, Canva, & EllaCard have monetization opportunities for card designers.

EllaCard allows users to add, to a card, their own music, or music they have purchased; unlike other e-card companies which limit the audio to in-house selections.  

They also have a unique market focus on "business" applications: "Group cards, videos, invitations, and gift cards for employee appreciation, collaboration, awards, and outreach".   The Australian company suggests the use of e-cards for employees to

• Increase productivity - by 43% when employees feel cared for by their team.
• Lower attrition - 66% of attrition is caused by employees not feeling appreciated.
• Immediate impact - 40% of employees believe special events are not celebrated enough.

 *brand ambassador link

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