Madison+Vine: Musicians seek new channels to peddle wares; Hallmark distributes James Taylor CD.(sales promotion)

Advertising Age, September, 2004 by Stanley T.L.

Byline: T.L. STANLEY

When grammy-winning singer-songwriter James Taylor puts out his first Christmas album this winter, he'll bypass every music and big-box retailer in the country. Instead, the record will be sold exclusively at 4,200 Hallmark Gold Crown stores, where on-site exposure will be extensive, direct mail and online marketing will be heavy, and a consumer offer will bring the price down to an impulse-buy-friendly $6.95.

Mr. Taylor, a multiplatinum artist, is one of a growing number of musicians looking for alternative distribution and marketing avenues at a time when the record business continues to struggle and some consumers swap rather than buy.

Record labels and the artists they represent are actively pursuing deals with...

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