JC Penney Looks to Newspapers in Revamped Marketing Push
Posted: 8/13/2012 | By: Natalie Zmuda | Ad Age
In the wake of bleak second-quarter results, JC Penney says it is shifting its marketing from brand building to business building.
During a meeting with analysts to discuss second-quarter results, CEO
Ron Johnson detailed the marketing shifts that have taken place since
its chief marketer and merchandiser, President Michael Francis, abruptly departed
after just eight months. JC Penney "went dark" in mid-June -- the same
time Mr. Francis departed -- turning off TV ads, canceling the July
catalog that was already printed and scrapping July newspaper inserts,
Mr. Johnson said.