Macy's has followed through on its promise to build its national brand through TV campaigns, cutting newspaper spending by 30% from $859 million to $610 million from 2004 to 2007, according this article. But with sales flat and profit and share price down, Macy's may retool its strategy and use local newspapers to push its "My Macy's" effort, said Mort Goldstrom, VP of advertising for the Newspaper Association of America.

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