Winning readers and advertisers — tips from Macy’s

Editor & Publisher: At NAA Conference, Macy’s Exec Tells Papers How to Win Back Business

Highlights of a talk by Anne MacDonal, chief marketing officer at Macy’s:

Her company is very “concerned” about the declining readership and circulation at many newspapers throughout the country. “My company and I are not happy to see newspapers in decline. Newspapers deliver an immediacy that isn’t possible … newspapers help us cast a wider net than direct mail efforts,” she said.

But the inability of newspapers to hold on to current readers and attract younger ones is causing the giant department store to look at different media to reach them. “The readership and circulation data is causing retailers like us to shift our ad dollars,” MacDonald said.

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