Integration is Hallmark of Masse's plans as exec vp


Crown Media Holdings Inc., owner and operator of the Hallmark Channel and Hallmark Movie Channel, has promoted Laura Masse to executive vp marketing.

Masse will oversee marketing and branding for the channels, directing teams responsible for developing the networks' multiplatform consumer, affiliate and advertiser-focused media campaigns.

Masse replaces Chris Moseley, who left the network in April, and will report to Crown Media president and CEO Henry Schleiff.

"She has been a major contributor to the success of the network through creative campaigns that have helped to make Hallmark Channel not only consistently within the top 10 but also the brand leader in quality, family-friendly programming," he said.

Hallmark Channel finished 2006 as the No. 9 advertiser-supported cable channel in U.S. households, up two spots from its 2005 ranking. In fourth-quarter 2006, Hallmark Channel was sixth.

Masse said Hallmark Channel will continue to offer advertisers on-air opportunities including 30-second spots and customized vignettes and billboards.

"We are unique in that we are a vertically integrated company, and I think the marketing opportunities because of that are enormous," she said. "My job is not only to use those partnerships to make consumers aware of what's on the network and to drive ratings but to create innovative ways for our advertisers and distribution partners to take advantage of these promotions."

Masse, who joined Hallmark Channel about five years ago, was senior vp marketing.

Gail Schiller