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Trade Talk: With each holiday, there's a greeting card decision to be made

Many say Hallmark's announcement it will close one of its greeting card production plants is bad news for the industry, but one online card maker recently branched out to paper.
by Jennifer Palmer Published: November 1, 2012

Last year, I used the online card maker Paperless Post for my son's birthday party invites. I personalized the look to match our party theme. When the recipient clicks the link sent via email or other method, the animated card pops out of an electronic envelope. So cool.

However, the invites created confusion for some of my less technologically savvy family members.

Older operating systems didn't display the graphics adequately and I got RSVPs through email, Facebook and Paperless Post.

To avoid that this year, and include his preschool friends with whom I'm not connected online, we broke down and bought paper invites for some people and sent electronic cards to others. I think it's that melding of the two worlds that caused Paperless Post to add a new category of cards to its business: paper.

So now, for $1.10 to $2.50 per card, customers can purchase a printed version of many of the online designs. According to a story in The Wall Street Journal, the twenty-something siblings who founded Paperless Post say the move was made to be able to reach customers online, offline or on their mobile phone. So maybe it really is just the thought that counts.

by Jennifer Palmer
Investigative Reporter
Jennifer Palmer joined The Oklahoman staff in 2008 and, after five years on the business desk, is now digging deeper through investigative work. She's been recognized with awards in public service reporting and personal column writing. Prior to...
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