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Greetings From a Showrunner

February 17, 2008 9:00 PM

Strike-idled hands have been the devil’s workshop for “24” showrunner and executive producer Howard Gordon. The target of his mischief? An industry that puts out more saccharine, formulaic work product than TV: The greeting card business. Hence his latest project, Regardsbox.com. Mr. Gordon has started an e-greeting card company that takes a left turn where Hallmark sticks to the straight and narrow. Building on existing e-greeting card companies’ technology, he and some cohorts have created a brand whose comic aesthetic runs more Harvard Lampoon than sugar-sweet. A sampling of the Valentine’s Day sentiments at Regardsbox. com: “I’m slightly more certain of my sexuality when I’m with you. Happy Valentine’s Day” and “I love you even though we believe in different gods.” The company is trying to extend its distribution, gain more advertising and perhaps go the brick-and-mortar route, Mr. Gordon said. “We feel like we hit a tone that works,” he said of the enterprise.

—Greg Baumann

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