Macy's could reduce local newspaper ads by $425M

08/8/2006 | Advertising Age (tiered subscription model)

The launch of Macy's first national branding campaign from WPP Group's JWT and Publicis Groupe's Starcom, both Chicago, could result in the eventual shift of $425 million in local newspaper ad dollars -- or nearly half of the current $830 million annual newspaper spend -- to national TV and magazines. Federated Department Stores' officials declined to comment on the specifics of its $1.2 billion media plan, the first under new CMO Anne MacDonald.

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