Discover more about a greeting card
The company was also responsible for introducing expressive free form poetry to their cards, replacing the traditional, formal rhyming messages used up to that point. In the 1990s, Blue Mountain Arts introduced another greeting cards innovation: the electronic greeting card, launching their free e card website in 1996. The concept was a natural extension of the Schutz family practice of communicating with their college age son through electronic messages and greetings. Once again, Blue mountain cards, through its e cards line, was an innovator. Their cards were free, and they allowed the sender to insert personal greetings rather than use a stock message.