Researching private companies is more challenging than publicly-traded companies since they are not required to report information to the Securities & Exchange Commission (SEC).
Example: I need the financial data on Hallmark Greeting Cards.
Example: I want to see financial information from the Hoover's report for the very well-known, but privately-held, Hallmark Greeting Card company
Under the heading "What are you interested in?" click the box for "A Publication"
Type "Hallmark Cards, Inc." into the box "Search Something Specific
In Find publication, type "Hoovers Company Records - In-depth Records"
Locate the Hoovers Company Report for "Hallmark Cards, Incorporated" Hoover's Company Records - In-depth Records