Chief marketing officer Anne MacDonald issued a warning to the newspaper industry at last Tuesday’s publishing conference held by the Newspaper Association: Do more to attract and retain readers or risk losing the mega-retailer’s advertising dollars.
One of Ms. MacDonald’s concerns with newspapers is that they are not retaining Macy’s’ target audience well enough – namely women aged 18-54. She commented that in order for newspapers to be winning Macy’s’ advertising dollars, they need to be winning in the marketplace. “And that’s not currently the case,” she said.
As a result of print’s decline, and of Macy’s’ seeking more of a national presence, the retailer is turning increasingly to broadcast and magazines to reach its audience. In the Hispanic market, Macy’s currently places in Latina and Vanidades.
Another concern of Ms. MacDonald’s was the splintered process of buying print. She said that one way that the newspaper industry could stay competitive is to organize and offer greater coverage per media buy.
Macy’s is a heavy spender in Hispanic ROP advertising, spending $6.7 million in 2006, according to Portada Ad-tracking.. Lativox is Macy’s’ Hispanic agency of record.