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With the posters popularity, Stephen and Susan began travelling the country selling their art and soon branched out into gift books, calendars and stationery. Not long afterwards, they also transferred their art to Blue Mountain greeting cards. In fact, they were responsible for introducing the all occasion blank greeting card to the public. 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.