Martha Stewart’s Move to Hallmark–a Potential Game Changer for the Network–Sparks $5 Million-Plus Marketing Campaign

Aug 19, 2010  •  Post A Comment

Hallmark Channel is pulling out the stops–and likely spending between $5 million and $8 million–to make consumers aware of Martha Stewart’s shift to the network on Sept. 13, reports Brian Steinberg in Advertising Age.

Hallmark is committed to eight hours per day, Monday though Friday of shows from Stewart’s company, Martha Stewart Living Omnimedia, which SNL Kagan senior analyst Derek Baine says "gives the network more of a definition."

More viewers for the network could mean more advertising as well as higher subscriber fees from cable and satellite operators; currently Hallmark is paid about 6 cents per subscriber, compared with 24 cents for Cablevision’s AMC, the story points out.

Hallmark is promoting Stewart’s move in TV, radio, print and other venues such as Valpak mailers, the article adds.

One Comment

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