According to AdAge, Federated Department Stores is poised to drastically change their Marketing Media Mix in the coming years. In a move that reminded me of major beer brand Foster’s recent media eviction – Federated will move as much as $425 million away from local print media. At first glance, I read the newsclips to say that they were pulling out of local newspaper completely. Much like what I think about Fosters’ move – my opinion is that putting all of your eggs in one marketing basket is a mistake. According to the article:
The most dire prediction calls for as much as $425 million of the retailer’s ROP newspaper advertising to disappear by 2008. More conservative estimates, such as the Deutsche Bank research report “Federated Impact May Be Greater Than Papers Expect,” by Paul Ginocchio, forecast a still-stinging $200 million blow for the already ailing medium. Federated’s annual newspaper spending currently totals $830 million.
This post was originally published as part of Recruiting.com’s blogswap on Tuesday August 1, 2006 on Stlrecruiting.com, the recruiting blog of Jim Durbin of Durbin Media. Want a low cost, out-of-the box way to reach passive job seekers within a 30-mile radius of your company headquarters? How does this sourcing list strike you? The Travel […]
Gannett, the Tribune Company and Knight Ridder each own one-third of the job board CareerBuilder. So, when McClatchy bought Knight Ridder – the big lingering question was “what will happen with KR’s share”? The contract between the original newspaper entities had a provision stating that if any of the owners were sold, the others could […]
So I created a MySpace page – you can see it here. Go create a page and come be my friend, I only have 2 – Tom and Dave Matthews Band. Tom on the other hand has 87,609,208 friends and DMB has 105,924, and my step-son and little sister are *too cool* to be my […]
As most of our readers know – Julian and I are Knight Ridder Digital Alumni. We chronicled our thoughts about the KR sale back in January here. Julian said of the pending sale: It really pains me to see our old company, Knight Ridder Digital, up for sale (Shannon and I are both KRD alumni, […]
I was reading one of the recent posts over at Organic’s blog Threeminds and really like GMC’s latest effort to promote their new Yukon. It’s a non-branded, branding play. The coffee cup sleeve promotes a unique url that in turn showcases GMC’s new Yukon. What a nice format (in your hand) and method this could […]