WTF, Over?

[elfs]

In an article in City Journal, author Heather Mac Donald reveals that Hallmark stores in predominately black neighborhoods now carry cards in their "Mahogany" line: "For Mom on Father's Day," with verses that begin (in her example) like this:

You hear a lot of talk
these days about
children growing up
without a father,
without this
and without that.

Ah, capitalism in action. I don't mind capitalism, it's supposed to exploit niches. I mind that the niche exists at all to be exploited.

You'd think that if Hallmark was going to exploit non-traditional family niches, they'd go after the gay marriage niche, the lesbian family niche, or maybe they'd go after the religious wackos in our midst with a "congratulations on your deflowering" card.

Comments

[pixel39.livejournal.com]

I think they're still working on the "cards from pets" niche.

[lionman.livejournal.com]

Speaking as someone whose worked inside the Hallmark corporate structure, that's pretty much the nail on the head.

Hallmark seeks markets that are acceptable in the mainstream, and puting a positive angle on a situation that promotes family values is something they would do.

[acelightning.livejournal.com]

[lisakit.livejournal.com]

It could also be that it's not really much of a "niche" anymore. Single parents are almost as common as two parent families these days, especially in urban environs.

Take a poll of your readership. How many of us grew up with two parents all our lives? Or even the same set of parents the whole time? I wouldn't be raising my hand on either one of those.