Brian Fuller's blog on the media, marketing and content creation

Newspapers have legs: Macy’s exec

Posted on | May 21, 2008 | No Comments

Peter Sachse is Macy’s chief marketing officer and chairman of the retailer’s online division, so he knows a few things.
Here’s what he said about newspapers in today’s Wall Street Journal in an interview with Rachel Dodes:

“Newspapers, as you know, have declined. That’s all there is to it. They have fewer eyeballs. As a marketer, you have to go where the eyeballs are. having said that, we believe strongly in newspapers, always have, and in the foreseeable future, always will.”

Macy’s is doing much of its national brand advertising with a local focus: online, on radio and in newspapers. Bandwagon marketers please take note: A measured, integrated approach can work wonders.

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