john ald j. hall jr. is president and ceo of hallmark cards. talk about the initiatives to keep up with the time. >> we are excited about the greeting card business. vibrant. u.s. consumers exchanged 6.5 billion greeting cards last year. that means that about $13 billion people touched a greeting card whether they were a sender or receiver. it is an active part of our business portfolio. >> you think the greeting card business is alive and well? >> we think it is healthy. >> even in the digital age aren't people sending them with digital messages on their phones. to express their sentiments, but unlike a lot of other industries the greeting card industry has not been disrupted by technology. we are not like newspapers or books or cds or film. >> revenue is lower over the last couple of years, volume is down. >> slightly. it is not a significant decline. it's still an important category. you go to some 60,000 retailers that we sell our product to this represents a significant part of the store. >> i didn't realize you guys own crayola. >> yes. >