GREETING CARDS Writers' work hits the mark

The cards' messages often touch people's lives.
By BRANDON GRIGGS
SCRIPPS HOWARD
The way Richard Bagley sees it, his job is special because it makes him a small part of countless birthdays, weddings, graduations, holidays and even funerals -- emotional occasions that often leave people fumbling for words.
Bagley is one of an elite group of writers who pen greeting cards for Hallmark.
"We're so privileged because we get to crash every party," Bagley said. "It's the best job I've ever had."
Bagley and colleague Dierdra Joi Zollar appeared in the Salt Lake City area recently as part of the Hallmark Writers on Tour, a campaign by the Kansas City, Mo.-based company to put a human face on the traditionally anonymous business of making greeting cards. The tour, designed in part to solicit personal stories about greeting cards that have touched people's lives, goes next to Las Vegas in October.
"When we get out and meet the people who send and receive our cards, it reminds us of who we're writing for," said Bagley. "It's not about us."
Personal stories
One woman recalled giving her hairdresser a card that read, "Friendships are permanent -- without the smell." The stylist liked the card so much she taped it to her mirror. Another woman said that greeting cards had helped her emotionally reserved teenage sons express their love for her.
Bagley listened to the stories with a knowing smile. A 20-year Hallmark veteran, the Pendleton, Ore., native writes mostly humor cards, although he has also penned sympathy cards, valentines and cards for every other holiday. Like almost all of Hallmark's writers, the former professional artist came to the job almost by accident.
"You don't major in greeting-card writing, so our writers come from all walks of life," he said. "We have a guy who used to drive an ice-cream truck."
Zollar joined Hallmark four years ago after a company recruiter visited Florida A & amp;M University, where she taught English. For someone who as a girl sold handmade cards to relatives for $1, the job seemed a natural fit. Her specialties are heartfelt cards that express deep emotion; she based a Father's Day card on her relationship with her own dad.
"We have this term we call 'universally specific,'" she said, citing as an example a lighthearted card about a husband who leaves the toilet seat up. "It seems like it's written for that one person, but it's something everyone can relate to."
New ideas
Americans buy almost 7 billion cards a year, about half of them from Hallmark. All the company's cards are produced by a stable of 50 writers who are encouraged to take walks and follow pop-culture trends to generate fresh ideas. The job can be disorienting: Writers work on Christmas cards in July and Easter cards in September.
Before they are printed, each card must be approved by a panel of editors. Even funny cards are rejected if there is no truth behind them that will connect with readers. Once a card hits the market, Hallmark tracks sales figures. Losers are yanked after a few months, while popular cards can linger on shelves for years.