A Win-Win


When Hallmark Channel conducted a local ad sales sweepstakes for affiliates to augment the launch of the film March of the Penguins a few years ago, one affiliate wanted to add an online component for a client, according to Rita Caprino, Hallmark’s senior director of affiliate ad sales. So Hallmark created a Web page for the client and tied it to the Penguins sweepstakes. The client realized $250,000 in new business in the first quarter, she said. The operator had a satisfied client and it didn’t cost the local operator anything because Hallmark created the Web component for the client.