Transcripts

SPEAKER: Ms. Stevens, could you read us a couple of greetings?

STEVENS (ON PHONE): The cards that we have to be sent between gay men and their straight women friends, for example, we have the face of a woman and the face of a man, just a cartoon illustration. It says, I'm a girl and you're a boy. I know you'd bring me lots of joy. You're witty, caring, sweet and wise. And then on the inside, it says, but alas, we share a taste for guys.

SPEAKER: And what about a card that a gay man might send to another gay man?

[GIGGLES]

STEVENS (ON PHONE): This is one of my favorites. It has a vase of flowers that underneath the vases says he loves me. And then there's another little-- the same vase we see, another little cube with the same vase that says he loves me not.

But of course, the vase is-- the petals are more on the table than in the vase at this point. On the inside, it says, who cares? Nice vase.

SPEAKER: Why are these cards needed?

STEVENS (ON PHONE): Because nothing has really been produced up till now that really captures or addresses the emotional aspects of same-sex relationships. We have found over the past year and a half that we've been making the Through Our Eyes line of cards-- that is the brand name that the cards are manufactured under. When we've been making Through Our Eyes, we've found time and time again that in focus groups, gays and lesbians will tell us that it's very, very frustrating to go into a store and find to my wife or a picture, a romantic card of a man and a woman together, because that doesn't reflect their lives, as well as the crossover cards. We think that there is a very, very special bond and a really fun relationship well, between people, between straight men or straight women and their gay men friends in particular. It's just a fun relationship that we think should be acknowledged and have fun with.

SPEAKER: How big a deal is the Dayton's contract for the company Cardthartic?

STEVENS (ON PHONE): It's very exciting because we have-- as you know, we have been carried by 300 stores, specialty stores, stores that have catered specifically to the gay and lesbian market. And they've worked very, very hard at being there for these customers in serving a need that hasn't been to this date. And so we're excited that not only will the cards still be accessible to customers there. But that beyond that, it is really-- we look at it as a very exciting acknowledgment by the mainstream that this customer base is shopping and is in need of such a product.

SPEAKER: I'd like to ask you a question and I hope you don't think it's in poor taste or that it's maudlin. Do you plan to market AIDS sympathy cards?

STEVENS (ON PHONE): We have another line that in the-- Cardthartic has another line called Passages that is specifically a condolence line. And, again, it serves all people though and those universal feelings that are for people that are grieving. One card in particular, though, I have to say, and we did it specifically out of respect for our-- usually we're a lifestyle marketing firm and we have a lot of market segments that we have identified as having been overlooked by the major card manufacturers.

And out of deference to our first audience, which is the gay and lesbian market, we did do one condolence card that says your son was my friend. His courage and joy in living touched my life. I share your loss. And then it says with forever remembrance.

SPEAKER: So nothing specific, but, well, specific enough to know what people are talking about.

STEVENS (ON PHONE): Well I don't know that it's-- obviously, sons die of many very different causes. I think that for us, it was a tasteful and respectful way to acknowledge the very deep loss that AIDS has caused to gay men certainly.