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A softening scatter market and a drop in direct-response business have taken a bite out of Hallmark Channel’s margins, as the network saw its fourth-quarter ad sales revenue fall 4.5 percent, to $60.1 million, down from $62.9 percent in the year-ago period.
The drop marks a sudden reversal for Hallmark Channel, which otherwise enjoyed a strong 2008. The network closed out the year with a total ad sales haul of $223 million, up 8.4 percent from $205.7
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