Loading...
HomeMy WebLinkAboutClinton News-Record, 1987-12-02, Page 48Page le Card diving continues to When Sir Henry Cole, founder of Bri- tain's Victoria and Albert Museum, com- missioned the first Christmas card back in 1843, he had little reason to believe he was starting a tradition that would continue to grow nearly a century and a half later. The first Christmas card was simple, a hand -colored lithography that read "A merry Christmas and a Happy New Year to You", cost one shilling and was a com- mercial failure. Fortunately, the idea didn't die and to- day the tradition of exchanging Christmas cards has spawned a multimillion dollar industry in Canada alone. According to Carlton Cards, more than 600 million cards were sent or given in Canada last year. Both the cards themselves and the sen- timents expressed have gone through a series of changes over the years. "Many early Christmas cards were nothing more elaborate than writing paper decorated with Christmas symbols," says Barbara Huard, Senior Product Manager at Carlton Cards, "and later cards were sold in sheets of 12 that had to be cut out and hand finished by the sender." But it was the fashion of mounting Christmas cards in albums that changed the design of the cards in the 1860s. The picture became ail -important and the verses and greetings transferred to the back. The result was a folded card, a look that became standard for cards around the world. "It wasn't until the British established a halfpenny postage rate for cards sent in unsealed envelopes in 1870 that Christmas cards really caught on," explains Hard. "But once they did, the custom grew so quickly that within 10 years the British Postmaster General had to issue "Post Farly For Christmas" warnings. No one appreciates the "early nature" of the Christmas card -giving business more than the people at Carlton. While con- sumers may just now be thinking about holiday festivities, the production facilities at, Carlton's three Ontario plants were humming with Christmas activity last April. Founded in Toronto in 1933, Carlton Cards produces more than 110 million Christmas cards a year along with gift wrap, ribbons, bows, candles and decora- tions. Instead of Santa's elves, there are nearly 1,000 employees who work in three shifts a day to produce the Christmas line. "Our planning starts about 18 months in advance when we design the line and the content. Christmas really is a co-ordinated team effort here," explains Huard whose days include frequent trips to the plant floor checking on the progress of the pro- ducts. Between April and June, Carlton's five giant presses are running continuous- ly, printing 110 million Christmas cards a year. "People are looking for cards that reflect their values and sentiments," says Huard, noting the trend towards more diversified designs and messages which reflect changing family situations. Today, most boxed cards contain one design that captures the mood of the sender rather than an assortment of different cards. Many of the card designs are inspired by typical Canadian activities or scenes. Carlton's newly created Canadian Artist Series was established as part of the com- pany's ongoing commitment to the future of Canadian art. It features the work of eight Canadian artists; some like Glen Loates and Jack Reid are well known while others are more familiar to: local art circles. All the cards depict scenes 'of Canadian winters geared to strike a responsive chord with consumers across the country. "There's a wealth of artistic talent out there which we can draw upon. We visit art galleries and meet with art agents to track down the work of up and coming local ar- tists. For our Canadian Artist Series we either commission designs or transfer limited edition prints onto greeting cards. The cards give artists exposure to large audiences and a chance to become better known," Huard explains According to Huard, the other trend in Christmas cards is a return to old- fashioned values. "We've discovered that greeting cards must reach out and touch or trigger peo- ple's memories and emotions. In order to satisfy those needs, we developed a line ffirithnas zy flourish called Olde Fashioned Christmas which highlights family -based activities and celebrations." Huard says Carlton's research shows that younger consumers also value tradi- tions and that despite age differences, cer- tain memories appear to be forever associated with Christmas time. Not sur- prisingly, these include every child's dream of catching Santa delivering presents, the sharing of the festive holiday with friends and bringing home the tree. "We set all our Olde Fashioned Christmas cards at the turn of the century, a time when life was simpler and the pleasures of the season enjoyed to the fullest," she says. One can only wonder what Sir Henry would make of it all. BY4,t;!�.t :iTliln:iluri.' Don't hide your cards, display them with style For many people the arrival of the first greeting card early in December marks the start of the Christmas season. Display- ing cards in an attractive manner is one way to turn this friendly custom into a decorative feature. Barbara Huard, Senior Product Manager for Carlton Cards, has some innovative suggestions for display- ing Christmas cards with style: • A card tree is an attractive way to display cards. Spray or paint bare winter branches with white, silver or gold and ar- range in a large vase. Hang with a selec- tion of smaller cards and add a few ribbon bows or tree decorations for a striking display. (Punch a hole in the corner of each card and hang onto branches with gold or silver cord tied in bows.) • An assortment of cards becomes a garland when clipped or tied to lengths of string and strung across the walls or up the staircase. • Use brightly colored ribbon to bang at- tached cards in vertical strips. Leave enough room between cards to stick ribbon rosettes. Make a bow for the top and leave the bottom of ribbon free, snipping the end into an inverted V. Attaching the cards with ribbon threaded through the top lef- thand corner and tied in a tiny bow gives a resplendent effect. • For an interesting table display decorate a large apple juice tin. Remove both ends of can with can opener and wind the ribbon or yarn around from top to bot- tom until all of can's surface is covered, both inside and out. Tie off. Slip cards onto individual strands of wool creating a strik- ing selection of cards.