More changes are brewing with Federated Department Stores (FD) - especially when it comes to the Macy’s advertising and marketing in newspaper print. I’ve grown accustomed to opening up the Sunday newspaper and seeing those 15% coupons - but under the new advertising plan which is set to launch this September, we may not see those ads anymore!
Federated has hired a new CMO, Anne McDonald, and it seems that she is the big-wig behind these new moves. Currently the company spends over $800 million in newspaper advertising, but now that budget will be cut in half. Jim Sluzewski, a Federated spokesman, said this in a statement, "The fall launch is one point in time, and what happens longer term is something we are still going to be working on. Our media selection will be driven by where our customers' eyeballs are going."1
This cutback in spending could hurt print media and newspaper execs are a little concerned. Time for the sales teams at the newspapers to get busy acquiring new accounts! However as more and more people go online to get their daily news fixes, we may see more fashion retailers going online to advertise. It’s a big media shift that newspapers are going to have to face.
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