Greeting Card Publishers
Description
Establishments in the greeting card publishing sector specialize in the creation and distribution of cards designed to convey congratulations, sympathy, invitations, and other personal messages. Their core activity involves conceptualizing designs, producing artwork, and printing materials that can be delivered physically or transmitted digitally via email platforms. Companies in this field often source images, compose text, and manage production processes to meet seasonal demands throughout the year, particularly during holidays. Operators range from small independent designers who focus on niche markets or unique styles to large corporations that produce mass-market cards under established brands. Many businesses have shifted toward incorporating electronic delivery options, allowing customers to customize messages online before receiving them instantly on mobile devices. The scope of operations covers the entire value chain from initial creative development through to final logistics and sales channels. These entities frequently collaborate with retailers, both physical and online, to ensure wide availability of their products. While traditional cardmaking remains significant, the digital transformation has expanded the reach of these publishers into a global audience. The industry continues to evolve by integrating new technologies that enhance personalization and interactivity, ensuring that physical and digital forms of cards coexist as complementary means of connection.
Hierarchy
| Code | Title | Description |
|---|---|---|
| 51 | Information 2-digit sector | The Sector as a Whole The Information sector comprises establishments engaged in the following processes: (a) producing and distributing information and cultural products, (b) providing the means to transmit or distribute these products as well as data or communications, and (c) processing data. The main components of this sector are motion picture and sound recording industries; publishing industries, including software publishing; broadcasting and content providers; telecommunications industries; computing infrastructure providers, data processing, Web hosting, and related services; and Web search portals, libraries, archives, and other information services. The unique characteristics of information and cultural products, and of the processes involved in their production and distribution, distinguish the Information sector from the goods-producing and service-producing sectors. Some of these characteristics are: 1. Unlike traditional goods, an ''information or cultural product,'' such as an online newspaper or a television program, does not necessarily have tangible qualities, nor is it necessarily associated with a particular form. A movie can be viewed at a movie theater or through television broadcast, video-on-demand, or streaming services. A sound recording can be aired on radio, embedded in multimedia products, streamed, or sold at a record store. 2. Unlike traditional services, the delivery of these products does not require direct contact between the supplier and the consumer. 3. The value of these products to the consumer lies in their informational, educational, cultural, or entertainment content, not in the format in which they are distributed. Most of these products are protected from unlawful reproduction by copyright laws. 4. The intangible property aspect of information and cultural products makes the processes involved in their production and distribution very different from goods and services. Only those possessing the rights to these works are authorized to reproduce, alter, improve, and distribute them. Acquiring and using these rights often involves significant costs. In addition, technology has revolutionized the distribution of these products. It is possible to distribute them in a physical form, via broadcast, or online. 5. Distributors of information and cultural products can easily add value to the products they distribute. For instance, broadcasters add advertising not contained in the original product. This capacity means that unlike traditional goods distributors, they derive revenue not from sale of the distributed product to the final consumer, but from those who pay for the privilege of adding information to the original product. Similarly, a directory and mailing list publisher can acquire the rights to thousands of previously published newspaper and periodical articles and add new value by providing search and software and organizing the information in a way that facilitates research and retrieval. These products often command a much higher price than the original information. Excluded from this sector are establishments primarily engaged in custom design of software; mass reproducing software or other prerecorded audio and video material on magnetic or optical media; producing live artistic and cultural works or productions; and performing in or creating artistic and cultural works or productions as independent (i.e., freelance) individuals. |
| 513 | Publishing Industries 3-digit subsector | Industries in the Publishing Industries subsector group establishments engaged in publishing newspapers, magazines, other periodicals, books, directories, and software. In general, establishments known as publishers issue copies of works for which they usually possess copyright. Works may be in one or more formats including print form, CD-ROM, proprietary electronic networks, or exclusively on the Internet. Publishers may publish works originally created by others for which they have obtained the rights and/or works that they have created in-house. Publishers may publish only and license rights to others to distribute their content, or they may publish and distribute content they create or own. Software publishing is included here because the activity, creation of a copyrighted product and bringing it to market, is equivalent to the creation process for other types of intellectual products. In NAICS, publishing--the reporting, writing, editing, and other processes that are required to create an edition of a newspaper, for example--is treated as a major economic activity in its own right, rather than as a subsidiary activity to a manufacturing activity, printing. Thus, publishing is classified in the Information sector; whereas, printing is in the Manufacturing sector. The Publishing Industries subsector excludes printed products, such as manifold business forms and appointment books, for which information is not the essential component. Establishments producing these items are included in Subsector 323, Printing and Related Support Activities. Reproduction of prepackaged software is treated in NAICS as a manufacturing activity, and custom design of software to client specifications is included in the Professional, Scientific, and Technical Services sector. These distinctions arise because of the different ways that software is created, reproduced, and distributed. Music publishers and establishments primarily engaged in the production, or production and distribution, of motion pictures and sound recordings are included in Subsector 512, Motion Picture and Sound Recording Industries. Establishments not engaged in publishing and exclusively obtaining rights from publishers to broadcast and distribute content are included in Subsector 516, Broadcasting and Content Providers. |
| 5131 | Newspaper, Periodical, Book, and Directory Publishers 4-digit industry group | This industry group comprises establishments primarily engaged in publishing newspapers, magazines, other periodicals, books, directories and mailing lists, and other works, such as calendars, greeting cards, and maps. These works are characterized by the intellectual creativity required in their development and are usually protected by copyright. Publishers distribute or arrange for the distribution of these works. Publishing establishments may create the works in-house, or contract for, purchase, or compile works that were originally created by others. These works may be published in one or more formats, such as print and/or electronic form, including proprietary electronic networks or exclusively on the Internet. Establishments in this industry may print, reproduce, or offer direct access to the works themselves or may arrange with others to carry out such functions. Establishments that both print and publish may fill excess capacity with commercial or job printing. However, the publishing activity is still considered to be the primary activity of these establishments. |
| 51319 | Other Publishers 5-digit NAICS industry | This industry comprises establishments known as publishers (except newspaper, magazine, book, directory, mailing list, music, and software publishers). These establishments may publish works in print or electronic form, including exclusively on the Internet. Illustrative Examples: Art publishers Greeting card publishers Calendar publishers |
| 513191 | Greeting Card Publishers 6-digit U.S. detail | Establishments in the greeting card publishing sector specialize in the creation and distribution of cards designed to convey congratulations, sympathy, invitations, and other personal messages. Their core activity involves conceptualizing designs, producing artwork, and printing materials that can be delivered physically or transmitted digitally via email platforms. Companies in this field often source images, compose text, and manage production processes to meet seasonal demands throughout the year, particularly during holidays. Operators range from small independent designers who focus on niche markets or unique styles to large corporations that produce mass-market cards under established brands. Many businesses have shifted toward incorporating electronic delivery options, allowing customers to customize messages online before receiving them instantly on mobile devices. The scope of operations covers the entire value chain from initial creative development through to final logistics and sales channels. These entities frequently collaborate with retailers, both physical and online, to ensure wide availability of their products. While traditional cardmaking remains significant, the digital transformation has expanded the reach of these publishers into a global audience. The industry continues to evolve by integrating new technologies that enhance personalization and interactivity, ensuring that physical and digital forms of cards coexist as complementary means of connection. |
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Classification References
- 01Establishments primarily engaged in printing greeting cards without publishing are classified in Industry 32311, Printing.
Index Items
Greeting card publishers
Greeting card publishers (except exclusive Internet publishing)
Greeting card publishers and printing combined
Greeting card publishers, exclusively on Internet
Publishers (except exclusive Internet publishing), greeting card
Publishers, greeting card
Publishers, greeting card, combined with printing
Publishers, Internet greeting card
How Item Can Help
Analyzes sales patterns and regional preferences to predict demand spikes, enabling proactive production scheduling and reduced holding costs.
External Resources
Census.gov NAICS Detail
Official US Census Bureau definition and scope for NAICS 513191.
Association of American Card Manufacturers
A major trade association representing manufacturers, designers, and publishers in the greeting card industry.
U.S. Census Bureau NAICS Data
Official government data and definitions for NAICS 513191 used for statistical analysis and reporting.
Industry Directory of Card Companies
A directory of active companies within the card manufacturing and publishing sector.
