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Other stores soon began to carry their posters as well. The Schutzes then directed their attention to the development of Blue Mountain Cards greeting cards and introduced the blank all occasion greeting card for personal handwritten messages. Another innovation credited to Blue Mountain Cards was the introduction of expressive freeform poetry and prose to preprinted cards. Their customer base grew along with their product line, which soon included calendars, stationery and gift books. Blue Mountain Cards entered the Internet age when it launched its website offering free electronic greetings in 1996.