I'm not big into the mass-market greeting card companies like Hallmark, American Greetings or Clinton Cards. I'll be the first to admit that they have some really funny ranges [like Shoebox], but who really needs yet another stupid design showing a shooting star with the exclamation 'you're a star!' scrawled on the front? Yet they serve the mass market well, so who am I to judge [as if that's ever stopped me before...]?
I read an article in the Sunday Times newspaper about a Ukranian entrepreneur who runs a very successful greeting card publisher here in the UK called Riverside Cards. They are so 'mass' that I've never even heard of them, but there ya go. They sell $6 million worth of cards a year, which is small fry next to Hallmark's $4 billion, but his story reflects how the greeting card market is in so many ways still a cottage industry.