For years, Hallmark Publishing was a dream destination for writers of clean romance, holiday fiction, and uplifting nonfiction. Backed by one of the most recognizable brands in feel-good entertainment, the imprint offered authors the rare combination of traditional publishing credibility and access to a devoted Hallmark audience.
But with Hallmark Publishing officially closing its doors in late 2022, many writers are left with questions. Was Hallmark Publishing legitimate? What kinds of books did it really publish? And, most importantly, where should authors who once hoped to submit to Hallmark turn now?
In this honest Hallmark Publishing review, we’ll take a clear-eyed look at what the imprint was, what it did well, where it fell short, and why it ultimately shut down. We’ll also explore the pros and cons of being published under the Hallmark name, highlight notable books from its catalog, and outline the best alternatives available today for authors writing Hallmark-style stories.
Whether you’re researching Hallmark Publishing out of curiosity, evaluating its legacy, or looking for the next best home for your uplifting fiction, this guide will give you the clarity you need to move forward with confidence.
What is Hallmark Publishing?
Hallmark Publishing was the book-publishing division of Hallmark Cards, Inc., the company widely known for its greeting cards, gifts, and Hallmark Channel movies.
The imprint published books that reflected the Hallmark brand’s core values, including uplifting, inspirational, and relationship-centered content. Its catalog included inspirational and faith-based titles, personal growth and encouragement books, gift and keepsake books, cookbooks, lifestyle titles, and select Hallmark Channel movie tie-ins.
Hallmark Publishing focused on family-friendly storytelling and nonfiction that emphasized kindness, connection, hope, and celebrating life’s meaningful moments.
Hallmark Publishing closed its operations in late 2022, exiting the book publishing business to focus on other areas like their TV networks. The closure followed the departure of its founder and executive editor, Stacey Donovan, with authors informed by email that the division wouldn’t take new titles and would cease business.
As such, Hallmark Publishing submissions are no longer possible.
Was Hallmark Publishing legit?
Yes, Hallmark Publishing was a legitimate traditional publisher backed by Hallmark Cards, Inc., a long-established and well-respected global brand. The imprint operated under a standard traditional publishing model, meaning authors were paid advances against royalties and earned royalties on book sales.
At no point were authors required to pay fees to publish their work, which clearly distinguished Hallmark Publishing from vanity presses or pay-to-publish operations.
Books published by Hallmark Publishing were professionally edited, designed, and distributed through major retailers, libraries, and Hallmark’s own retail channels. Many titles also benefited from the company’s strong brand recognition and cross-promotion opportunities, particularly for books tied to Hallmark Channel movies.
Importantly, Hallmark Publishing’s closure was not the result of scandal, author complaints, or financial collapse. Instead, it was a strategic corporate decision by Hallmark Cards, Inc. to step away from book publishing and refocus resources on other areas of the brand, including television and digital media.
Pros and cons of Hallmark Publishing (Retrospective)
Although Hallmark Publishing is no longer accepting submissions, many writers still research the imprint to understand its legacy, contract terms, or how it compared to other traditional publishers.
Looking back, Hallmark Publishing offered several notable advantages, along with clear limitations.
Pros of Hallmark Publishing
Strong brand recognition
Being published under the Hallmark name carried immediate credibility. The brand’s long-standing reputation for wholesome, feel-good entertainment helped books stand out to readers who already trusted the Hallmark label.
Built-in readership through Hallmark fans
Hallmark Publishing benefited from a loyal audience of Hallmark Channel viewers and gift buyers. This built-in readership gave many titles a head start, particularly holiday romances and movie tie-ins.
Traditional publishing model
Hallmark Publishing operated as a true traditional publisher. Authors were paid advances against royalties and earned royalties on sales, with no upfront costs or publishing fees required.
Movie and TV tie-in opportunities
Some books were adapted from Hallmark Channel films or released alongside them, offering rare cross-media exposure that few publishers could provide. These tie-ins often boosted visibility and sales. There are also many Hallmark movies based on books!
Wide retail and library distribution
Books were distributed through major retailers, online platforms, libraries, and Hallmark’s own retail stores, giving authors access to sales channels that can be difficult to reach independently.
Cons of Hallmark Publishing
Very narrow brand and tone requirements
Hallmark Publishing had strict guidelines around tone, content, and themes. Stories needed to align closely with the Hallmark brand, leaving little room for deviation.
Limited genres accepted
The imprint focused primarily on romance, holiday fiction, cozy mysteries, and inspirational nonfiction. Authors writing outside these categories had few, if any, opportunities to submit.
Little flexibility for experimental or edgy content
Creative risks were minimal. Dark themes, explicit content, unconventional structures, or morally ambiguous characters were generally not a fit for the imprint.
Heavily seasonal focus
A large portion of the catalog centered on Christmas and other holidays. While this worked well for some authors, it also meant that non-seasonal books could receive less emphasis.
Hallmark Publishing books list
Here is a list of some of the notable books that Hallmark Publishing published. This list of Hallmark books is by no means exhaustive, as the publishing company churned out hundreds of books before it closed down.
Holiday & romance titles
- Wrapped Up in Christmas by Janice Lynn
- Christmas Charms by Teri Wilson
- Once Upon a Royal Christmas by Teri Wilson
- Christmas in Evergreen by Nancy Naigle
- A Gingerbread Romance by Lacey Baker
- The Story of Us by Teri Wilson
- The Beach Escape by Rachel Magee
- Rescuing Harmony Ranch by Jennie Marts
- Wedding in the Pines by Cassidy Carter
- Love on Location (Cabins in the Pines) by Cassidy Carter
- Country Hearts by Cindi Madsen
Hallmark movie tie-ins
- A Dash of Love by Liz Isaacson
- Love Locks by Cory Martin
- Journey Back to Christmas by Leigh Duncan
- Christmas in Homestead by Kara Tate
- Love You Like Christmas by Keri F. Sweet
- Moonlight in Vermont by Kacy Cross
- The Perfect Catch by Cassidy Carter
Mystery series
- Murder by Page One (A Peach Coast Library Mystery) by Olivia Matthews
- Dead-End Detective (Piper and Porter Mystery) by Amanda Flower
Alternatives to Hallmark Publishing
Since Hallmark Publishing has closed and is no longer accepting submissions, authors writing uplifting, clean, and relationship-centered stories will need to look elsewhere. Fortunately, there are still several viable paths for your work.
Other traditional romance imprints
Some traditional publishers continue to accept clean romance, inspirational romance, and cozy fiction. These imprints often have similar content standards to Hallmark Publishing, though competition can be high and submission timelines are slow.
Authors should expect narrow guidelines and limited flexibility, much like Hallmark’s former model.
Publishers specializing in holiday or seasonal fiction
A handful of publishers focus heavily on Christmas and holiday-themed books. These can be a good fit for authors whose stories revolve around small towns, seasonal romance, and feel-good themes, though many still require agent representation or are only open to submissions periodically.
One good publisher to check out is Kensington Publishing (Zebra / Dafina / Kensington Romance imprints). They regularly publish holiday-themed content.
Christian and inspirational publishers
For authors whose work leans faith-forward or inspirational, Christian publishers may be a natural alternative. These publishers prioritize clean content and uplifting messages, though they often have specific theological or market expectations authors must meet.
Self-publishing for Hallmark-style romance authors
For many writers, self-publishing has become the most flexible and author-friendly alternative, especially for those writing “Hallmark-style” stories. At selfpublishing.com, we work with authors who want to publish wholesome romance, holiday fiction, and uplifting stories while maintaining full creative control.
Self-publishing allows authors to:
- Publish on their own schedule (without long submission waits)
- Retain full rights to their work
- Write directly to the Hallmark-style audience they already understand
- Build a long-term catalog of seasonal and evergreen titles
At selfpublishing.com, we help authors professionally self-publish their books (from editing and cover design to distribution and marketing) so their stories meet the same quality expectations readers associate with traditional publishers, without the gatekeeping.
For authors who once viewed Hallmark Publishing as the ideal home for their work, self-publishing can now offer a faster, more sustainable path forward, while still delivering the heartfelt, comforting stories readers love.
