How Does a Greeting Card Company Come Up With Verses to Cards?
A Quick Overview of the Greeting Card Industry Quick–can you name five greeting card publishers? Most people will quickly name Hallmark and American Greetings, but few can come up with many more than those. In fact, there are over 2,000 greeting card publishers in the United States alone, and together they generate more than $7 billion in sales annually. The average American receives 20 greeting cards a year and sends an average of 35 greeting cards annually, including Christmas cards. The vast majority of greeting cards sold contain a verse, or at least some written words. The process of choosing the words for the cards varies from publisher to publisher, and even from greeting card line to greeting card line. A Staff of Writers The largest greeting card companies maintain their own staff of writers who are paid to write verse for their lines of greeting cards and other products. Each company has its own creative process, though they do have a lot of similarities. A staff writer with
