In the 1970s, Recycled Paper Greetings, a small company needing to establish a competing identity against the large companies like Hallmark Cards, began publishing humorous, whimsical card designs with the artist's name credited on the back. This was away from what was known as the standard look (sometimes called the Hallmark look.)[citation needed] By the 1980s, there was a thriving market for what were now called "alternative" greeting cards, and the name stuck even though these "alternative" cards changed the look of the entire industry.


Cover Verse: To my Wife my Best Friend You've been there to laugh with me, to cry with me, to be proud of me, and to be happy for all the good things in my life... Inside Verse: You've also shared my disappointments and listened as I worked out my thoughts and feelings about so many things that troubled me... You're the most important part of my world, and you always will be. I love you. Happy Birthday
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