KANSAS CITY — Hallmark Cards Inc. is ending its less than three-year-old lifestyle publication, Hallmark Magazine.
The Kansas City-based greeting card maker announced Tuesday that the February-March issue on newsstands will be its last. The Web site Hallmarkmagazine.com also will close.
The magazine debuted with the September/October 2006 issue.
Hallmark president and chief executive officer Donald Hall Jr. said in a news release that the company can't "justify further investment" with the overall industry struggling.
He says the company will focus its efforts and resources "only on those projects that will lead to long-term profitable revenue growth for the company."
Hallmark Magazine has 28 employees. Ten positions in Hallmark's Kansas City-based creative division also will be affected.